Stainless Steel Obsession a Fad (NOT AN INVESTMENT THREAD)

[007_Omega]

Just some thoughts I'd like to share. Personally, I've mostly been a SS fan. I'm a young enthusiast as far as watches go. Yet, it's obvious for years that SS was an entry level option. Many bought it because it was what they could afford or if we go back far enough when it was a genuine tool. Yes, some people genuinely just preferred SS but it wasn't anything like today. I happen to be one of those people.

We don't have to go back too far to when the DD was the envy of many and a two-tone Datejust was a reachable goal. SS watches always had their demand but people weren't treating them like gold. They were a tool and/or achievable symbol of utilitarian success.

Now fast forwarding to today, we see people clamoring for SS sports models even though they can afford precious metal options. SS is the new PM. It has come to the point where a SS Daytona sells for almost the same as a PM version. Are these people using their Daytonas as hardcore tools that they need the added resilience of steel?

I think we've focused too much on SS, when the SS craze is really a product of the other fads around us.
- Large, Overbuilt SUVs that cost a fortune and scream off-road capability when 1% of the buyer market even uses what is built for (*cough* SS sports models)
- Casual clothing craze. Wearing a tailored suit isn't the symbol of the trendy rich anymore. Going out in an expensive ath-leisure outfit with a SS sports model screams a desire to look/feel younger.
- The overall success of marketing selling experiences and adventure, even if the end-user is buying an idea rather than living the ethos.

I once had to pleasure of meeting a wealthy South African gentleman who was wearing a JC Deepsea. He was an avid diver and we spoke about watches/life. He wore his Deepsea on almost every dive he went on. He actually used his Land Rover for off-road capabilities and harkened back to his South African youth when it was truly a car built for purpose. He was also in good shape and built like a tank. He embodied the products and the promises of adventure that they sold. I tell this story because he is truly the minority. Others aspire to be like him but buying the products doesn't make you the person.

Frankly speaking, I truly believe those in my generation who are interested in luxury watches will also crave PM if they can afford it. Luxury watches for many in my generation is strictly speaking a nice thing to look at/show off and a pure symbol of success. It is in no way shape or form a "tool" or a symbol of adventure. I may not fit that mold but that is my observation.