Smoke and Mirrors - part 2 (ETA "modifications & upgrades")

[Klostrophobic]

Think of it like this. Compared to a bargain basement VJ7750 in the most affordable brands, your breitling 7750 (B13) IS highly modified and upgraded, just by ETA themselves, not actually Breitling. Nothing wrong with that, you're getting upgraded components and finishes, they just sell it like it's their own. Now an IWC Fliegerchronograph (3706) is a different animal, but probably more expensive as well. Sometimes you do get what you pay for.

That is an important distinction. I was just about to say (when reading ULF article) that this proves the point that people buying Breitlings/ TAG’s etc that have the same movements as “lower tier” makes like Tissot or Hamilton are essentially paying for clever branding and marketing and little else. But the movements are strictly 'better', but only by virtue of ETA doing the prettying up, not the manufacturers themselves.

It does make all the fancy names manufacturers give the same movement laughable. You can put lipstick on a horse, but its still a horse!

Great article ULF.

[NWP627]

The way I see it is that you are paying for a "better" movement. It's better because ETA makes it better on order from the company who will eventually call it their own. This makes the term "in-house" as close to reality as the term "Swiss made" in certain circumstances!

N

[Dr.Brian]

That is an important distinction. I was just about to say (when reading ULF article) that this proves the point that people buying Breitlings/ TAG’s etc that have the same movements as “lower tier” makes like Tissot or Hamilton are essentially paying for clever branding and marketing and little else. But the movements are strictly 'better', but only by virtue of ETA doing the prettying up, not the manufacturers themselves.

Well, yes and no. You may pay an extra $2500 for that breitling or tag, but the extra cost of the upgraded movement is only a couple hundred dollars, and maybe a couple hundred more if COSC certified (and better regulated). Of course, the affordable chronograph manufacturers most likely couldn't/wouldn't custom order those upgrades for their watches anyway. So to some extent, you ARE paying for the name as well, but that name helps resale, so it's not a total loss. That's true for most luxury goods.

[huntershooter]

Well done D!

Appreciate your considerable effort.

[Ray MacDonald]

Dennis,
Allow me to thank you publicly for your contributions to this forum.

[Ozy]

Dennis,
Allow me to thank you publicly for your contributions to this forum.

+1, Smoke and Mirrors exactly!
Well done Dennis. and thanks for being just a likeable fella'

[interested_party]

Damn. I thought this thread was going to have something to do with cigarettes.

Very satisfying nonetheless.

[Watchbreath]

A depressing write up for ETA bashers.

[Ozy]

Oh Dennis, if the Black helicopters come for you, flown by an Elite regiment of Swiss elven folk, you have a place to stay down - under.

[drewmcd24]

Thanks, that was very interesting. There seems to be a difference between aesthetic finishing and functional finishing. Is any of the "extra" finishing (done by either ETA or the branding company) functional, or is it all just for aesthetic purposes?