Its specific applications make it possible to improve the rigidity of the bottom plate, reduce friction, and give the watch extremely high impact resistance. This stroke of genius was only possible by breaking all the codes, which Richard Mille has once again managed to do.A large part of the inspiration for Fake Richard Mille comes from racing and impact resistance research. At 1.86 million Euros, the world’s media flock to Richard Mille. At 100.000€, nobody would have been interested except collectors. The RM UP-01 will remain in the annals of history but will it keep its value? At 1.86 million Euros, the price only makes sense in terms of marketing. It is placed in a niche where no competitor is present. It is no longer a watch in the strict sense of the word, but a unique technological bracelet co-branded with Ferrari that also tells the time. Its recent history, differentiation efforts, and marketing excellence have led to a price surge. Richard Mille is perhaps the paragon of this new dynamic. The desirability of luxury watches is now dictated less by considerations related to watchmaking tradition than by the brand’s marketing. The object’s value is no longer measured by the precious materials used. More detailed research of the different versions of the Patek Philippe Nautilus shows that the steel models are the ones that have increased the most. Rolex, Audemars Piguet, and Patek Philippe model’s prices have soared. It is a fact that the luxury watch market has grown dramatically since 2020. What place for the Richard Mille RM UP-01 on the luxury watch market? The Ferrari logo occupies a more important place than the dial, which allows the reading of the time. A hierarchy of values is thus observed on the watch, where the reading of time becomes secondary. It is also symptomatic to note that the Ferrari logo occupies a more important place than the dial that allows the reading of the time. The Ferrari logo is becoming an attribute of the RM UP-01, especially in the space reserved for it. This is not the first time a watch collaboration has been set up with Scuderia Ferrari (Girard Perregaux did it in its time), but this is probably the first time the logo is displayed in such an obvious way. The other visual feature of the RM UP-01 is, of course, the Ferrari logo. A highly visible partnership with Ferrari They are no longer just contemplated by their owners but must be ultra-visible expressions of their owners’ wealth in the public space.Ī hierarchy of values is thus observed on the watch, where the reading of time becomes secondary. By making the UP-01 so “visible,” Richard Mille changes the paradigm of luxury watches. So, there is a real reflection on what this object, which breaks the aesthetic codes, sends as a central message. This would be forgetting that the Bulgari Octo Finissimo, despite its 1.8 mm thickness, had kept the size of a classic watch (40 mm diameter). Some will say that the thickness reduction was accompanied by a necessary “spreading” of the components in length.
First of all, it will not have escaped you that the format of the RM UP-01 is quite singular. In this respect, the Richard Mille UP-01 seems to have several characteristics that distinguish it. We are far from the classic watchmaking craft and much closer to the aerospace industry. The collaboration is engraved in titanium thanks to a laser. The latter is at the cutting edge of technology, the design of its cars is unique, but the tradition and the filiation with the mythical models are still present.įinally, we note that the very process of engraving the Ferrari logo is a summary of this value proposition. The marketing message has been calibrated to be perfectly parallel to that of Scuderia Ferrari. The chosen semantics focus entirely on the technological prowess that “dictates the design.” The RM UP-01 watch is, therefore, an “object” that wants to be different but that nevertheless respects tradition (mounting the movement in a “box,” for example). It shows in a very romantic way the assembly of the watch by a craftsman working on a table covered with black leather (which, of course, does not correspond to reality). The official video of the Richard Mille RM UP-01 is an ode to technology and luxury codes. Marketing that emphasizes technological prowess… and respect for tradition
0 kommentar(er)
