Cognitive Dissonance

photo credit: alex itin

Buyer’s remorse! I should hold a seminar on the effects of a high-end watch purchase on the psyche. Often, customers will purchase a high-end watch and several days later exchange it for another or even return it. Fear not, I understand this phenomenon, a sort of Tank Abbott body blow that makes our purchase seem not as substantial, not a “good buy” to our conscience. CTWG has a solution if you fall into these four catorgories. What type of buyer are you? 1) A Flipper, usually male, that purchases high-end watches, but only keeps them for a month or so and then trades them. 2) High-Complication Customer, willing to pay huge dollar amounts for a watch of high complications and rarity, very knowledgeable, but he will shelve the watch forever never letting the prize see daylight. 3) Monty-Haller, must have the best deal all the time, service, reputation, or where the watch is purchased mean nothing! 4) Super-Collector, similar to Beanie Baby hunters of past years, watches that are hard to get are must haves. If you fall into one of these catogories Cognitive Dissonance may strike at any time, but there is help. First, always purchase a watch that is easy to move on second hand market i.e. Rolex, Patek, Vacheron, Audemars. 2) Never wear the watch untill the CD passes, it makes it very hard to return or exchange with weekend scratches. 3) Pick your niche, no matter how much money one has it is impossible to have everything, find what really makes you tick, the style that you find yourself wearing the most, what, you only wear your Submariner and your Breitling! Good, sell the rest, don’t waste your time.(every pun intended) CTWG

Add comment June 5th, 2006