The Clamour For Limited-Edition Watches Proves That Scarcity Increases Demand

The Swiss watch industry thrives on exclusivity. Limited-edition timepieces for which demand outstrips supply are the logical extension of this obsession.

Graeme Goldman, the founder of multi-brand watch distributor, Lion Brands, believes the appeal of limited-edition watches is simple. “They’re unique and special,” he says. “You know no one else around the boardroom table will have one. They appeal to people who want something different, not mainstream.”

The scarcity of a limited-edition run – say 500 pieces and below – can also make the watches a better investment. “It’s the law of supply and demand,” Goldman says. “Simple economics.”

The numbered engraving on a watch’s case back can also ramp up the competition. Goldman who is cagey about the size of his personal watch collection (“let’s just say more than my wife knows about”) often sees buyers compete to secure one
of their “special numbers”.

“It’s childish, but 007 is always a big one. And everyone tends to want number one. Sixty-nine is also sought after, too.”

Keen to grab yourself a limited edition timepiece? Follow Goldman’s tips to avoid missing out

Work out what is coming out. “Most brands will announce the release long in advance.”

Make friends with your watch retailer. “The majority of limited-edition pieces are pre-sold.”

Put down a deposit. “Secure the watch to avoid disappointment. If there’s 300 pieces worldwide, there might only be six available in Australia.”

PHOTO CREDIT (clockwise from top left)    
Tag Heuer Monaco Calibre 11, $7500

Alpina Alpiner Chrono, $3600

Eterna Military 1939, $2900 

Montblanc 4810 Orbis Terrarum, $9160

Rado HyperChrome 1616, $3450