Friday, April 11, 2014

Jumping the Shark with Vulcain

From the Uban Dictionary:

a term to describe a moment when somethin that was once great has reached a point where it will now decline in quality and popularity.

Origin of this phrase comes from a Happy Days episode where the Fonz jumped a shark on waterskis. Thus was labeled the lowest point of the show.

Vulcain, the brand currently found in exclusive retail outlets like Ebay selling for pennies on the dollar for BRAND NEW WATCHES has decided that as the brand is dropping in perceived value like a stone, the thing to save it is - you guessed it - a tourbillon!

Here's the thing, I would be THRILLED if Vulcain can "right" the boat.  But when your product is being dumped en masse by your previous "trusted distribution partners", is your salvation really awaiting in an even higher priced watch that will inevitably be deeply discounted?

Vulcain is suffering a major identity crisis, and its latest stewards don't seem to see the disparities between belief and perception.  And yes, these are very, very different things.  The belief seems to be that they feel that they are a luxury brand, capable of demanding the highest prices.  Unfortunately the perception is that they put out a product, take a reasonable price and multiply it until it bleeds, and put it on the market.  And then watch while the actual retail price drops and drops - due to the perception of their distribution partners and the retail partners.

So let's hope that the powers that be at Vulcain will be able to figure this out, but I suspect that there might be a future bargain to be had at the next grey market's store "blue light special".

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