Although I’ve said before that with luxury items, the price is the value, I’m still occasionally astounded. Now along comes one of the most absurd items I’ve ever seen. Swiss watchmaker Romain Jerome created a watch they call “Night & Day.” Why do they call it that? I’m glad you asked. Because it doesn’t actually tell time. It just tells you whether it’s day time or night time. How much would you pay for this? If you offered less than $300,000, you wouldn’t have got one, because they sold out within 48 hours.
Other luxury goods typically make a pretense that they offer some kind of functionality to justify their price. Ferraris are fast. Fine, rare wines are supposed to taste good– even if you’re not really supposed to drink them. Fancy jewelry is supposed to look nice. Even luxury watches, which are no more accurate than $10 digital watches, have complex mechanisms to tell you the phase of the moon or some other piece of not really useful information. But a watch that doesn’t even pretend to tell you the time?!?
As a pricing person, this is brilliant. This is about the story that you tell when someone asks you about your $300,000 watch. I imagine it goes something like this:
Nice watch. How do you read it?
See here? This means it’s day. If it was over here, it would be night.
Oh, I see.
Yes, it’s extremely useful when I’m in the media room of my yacht and I just really want to know whether it’s day or night, and my VCR is still flashing 12:00, so I just look at my watch.
Why don’t you just ask your butler?
Usually I do, but sometimes I’ve just sent him to get a bottle of that Chateau Lafite that you’re really not supposed to drink, but I’ve never understood senseless luxury, you know?
That’s great. Chronographic technology has come so far since man looked at the sky. I can never keep up with the time zone changes when I’m in my yacht. I should get one of those.
Sorry, they’re all sold out.
So can anyone come up with a luxury item to top this?