But they can charge what ever the market will bear. As a start up, from a marketing perspective, they seem to have achieved one of most critical steps, using one of the most challenging and dangerous tactics: a large price increase. It's hard because start ups often start low to attract consumers, but what ever you start at, you essentially establish that as the price. Consumers more often than not don't take kindly to the attempt to re-estabish the baseline.
These guys did it by trying to create a perception of a higher base, then discount by 50% to get trial, in return for consumer reviews. While this is a common practice, still, no matter what method you choose, it is always a very challenging move - taking the price increase - to actually pull off. These are the shoals that are littered with the wreckage of start up's. But it seems that some customers have come back to the trough and bought at the new price, and their fierce loyalty is attracting new consumers to pay full price. This is a very positive milestone for their business plan.
As for the initial marketing strategy of giving a discount for a review, I know it was controversial, but I actually endorsed it. I thought Ginault's publication of the discount for review policy (without requiring any pre-posting approval, or editing oversight, or even requiring the review had to be a positive) was a pretty confident move.
The reality is we are always seeing endorsements by "professionals" on various products, and they don't normally announce the endorsement is part of their business plan. If some watch blog, for instance, trashes a sample watch from some vendor, there is a solid chance the vendor will cross that blogger off their list. If the blogger stops getting sample watches to review, before long their blog traffic goes down, impacting advertising, etc.
I really appreciated seeing the reviews written by "novice" reviewers. Some of the reviews were way more detailed than anything I typically see on the watch blogs, with component disassembly and direct comparisons to authentic 5 digit Rolex Subs or other comparable watches costing multiple times as much (MKii Kingston, Nassau, etc.).
I'm still hoping for a future version with a fully indexed bezel, drilled lugs, and only 2 lines of text as in their lower cost model.
Ginault is doing fine. Sure, we are seeing growing pains but nothing that any other young company hasn’t experienced. Heck, TAG Heuer went through a dfective crown tube issue, that they failed to acknowledge for the longest time, and they’ve been around FOREVER. It happens.
I have never had an issue with anything Ginault has done marketing-wise or otherwise. If I had I wouldn’t have purchased an Ocean Rover, new or pre-owned.
I am just impatiently waiting for an original design or an Explorer/Aqua Terra homage.
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Ginault 180260GSLN (Serial #TE111) and Hamilton Khaki Field mechanical
I have been eagerly waiting to see how your 2xAR crystal came out.
Here is mine, just fitted today:
I used a “B25-295” flat sapphire (for Rolex)with 2xAR. I got this crystal from a UK supplier (which is great for me).
The effect is awesome, at most angles the crystal just isn’t there at all! The raised indices on enamelled dial was a Ginault selling point for me. Now the dial really pops!
Interestingly that’s the original Ocean Rover domed sapphire on a 36mm 369 dialled explorer project of mine and it looks awesome on that!! - but you can see the light reflection in comparison to the new 2x AR crystal.
I will post a review after a bit if wearing it but I love it so far.
edit: this is the BGW9 lume with aftermarket maxi merc hands and drilled lugs. Here are some more photos:
Last edited by G4_Chrono; March 27th, 2018 at 18:00. Reason: Added detail + more pics
Current Rotation: Ginault Ocean Rover, Davosa Ternos, Squale 20 Atmos, Trident Pro Blue bezel, Trident Pro Green bezel, Trident Pro Black MK3 40mm, Tisell Green bezel/black dial