Sometimes it appears that you have the world by the tail on a down hill haul and then it backfires on you? Panerai watches case in point, had one of the hottest watches on the market for years and now has taken a huge plummet down the watch scale ranks. Why? First, production, scarcity sells watches. The fewer watches you have out on the market (that have desirability) the better. From it’s meager beginnings till now Panerai has probably quadrupled its production. Secondly, change, it can be good and bad. New bracelet styles and mass production techniques brought about by this brand really have hurt them. Thirdly, collect ability, aspects of the line that made Panerai special are still there, but a solid 18k gold watch with a ETA 6497 display back do not make things special. So what we have learned, less is more, don’t cheapen your product and

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