There are dozens of economic indicators experts examine in the wake of a recession, especially one as significant as the Great Recession. They pay close attention to the unemployment rate, housing starts, industrial production, bankruptcies, Gross Domestic Product, retail sales, the Consumer Price Index, stock market prices, and changes in the money supply. However, one indicator that is often overlooked is sales of luxury goods. Most economists believe this is an error. After all, when the rich start spending again, it often means that things are getting better.
Like most products, luxury and Veblen goods took a hit during the economic downturn. Three years later, most luxury retailers are not just recovering, they are thriving. Fancy cars, designer clothing, and jewelry are leading the way. One product in particular has been posting record sales for months now. We are speaking of course about timepieces.
Switzerland has been the center of the watch world for several centuries now. Even in the modern era, they have been accused of operating a monopoly, since about half of the revenue of this global industry go to Swiss watchmakers. Just last month (October), Swiss watch exports increased by 18.6%, which was a record monthly high in value terms. Sales of luxury timepieces are rising on both sides of the Atlantic.
How about Swiss Legend?
Not every successful watch company was founded in Switzerland, but most have their roots there. Swiss Legend was founded in Florida in 1987 by Eli Ben-Shmuel, who doesn’t have a Swiss bone in his body. But he named his company after the Swiss because he wanted his workers to adhere to the standards that had made them the best watchmakers in the world.
Swiss Legend was established during a time of transition in the watch industry. Cheap, digital watches had dominated the market for decades, but people had grown tired of them. They wanted high-quality timepieces that would last, and they were willing to pay a bit more for them. Swiss Legend soon became a key player in a new and growing market segment-contemporary luxury timepieces.
These watches offered an attractive admixture of old-world craftsmanship and modern design. They were reliable, affordable, and fun. Best of all, they could be worn to the office or out on the town. Today, Swiss Legend has an enormous catalogue that includes dressy and causal watches and everything in between. Let us take a moment to discuss a few of their most popular models.
The Commander Collection
The designers at Swiss Legend do an incredible job of combining contemporary styles with old-fashioned horology. Many of their timepieces are big and bold, and the Commander is no exception. This popular chronograph can go from the office to the gym without missing a beat, or a tick. The oversized gold dial features argent Arabic numerals at the three, six, nine, and twelve o’clock hour indices. Three eye-catching subdials count the seconds, minutes, and hours with the stopwatch functions of a traditional chronograph watch. There is even an attractive date window display by the four o’clock hour marker. The Commander is protected by sturdy stainless steel case and a mineral crystal watch cover. It has a thick black rubber watch strap that is designed for the outdoors and for more rugged environs. The timepiece has a tested water resistance of 100 meters (330 feet). It is powered by accurate and reliable Swiss-quartz movement.
Trimix Diver Collection
Most contemporary timepieces are water-resistant, but few are truly safe to take in the water for extended periods of time. Sure, they might survive a short bath or shower or a dip in the pool at the local YMCA, but most are not designed for submersion. Professional diving watches are held to a much higher, measurable standard. According to the experts, all diving watches are tested at a depth of at least professional diving watches are tested at a depth of at least 200 meters (660 feet). These timepieces must not only survive in an underwater environment, they must be designed for it. That means they must have watch hands and numerals that are easy to read, even in extreme low-light conditions. The Trimix Diver from Swiss Legend meets or exceeds each of these requirements. Its over-sized, luminous Arabic numerals are set against a midnight black watch dial, which makes them easy to observe in any environment. The watch hands are also luminous silver and the subdials that mark the time in 1/10th of-a second, sixty-second, and thirty-minute intervals are set in bold red.
One of Swiss Legend’s most sophisticated and elegant offerings, the Traveler, gives watch aficionados the best of both worlds. With its sleek black leather watch strap and textured black dial, it looks like it was made for the boardroom. Then again, it also has sporty chronograph features-the three rose-gold-toned subdials measure time in 1/10-of-a second, 60-second, and 30-minute intervals. Perfect for the pool or the track, the Traveler is safe in up to 100 meters (330 feet) of water. Why doesn’t it look like a sports watch? It doesn’t look like a sports watch because it was made for the modern man! In other words, it is attractive and tough. The stainless steel watch case and scratch-resistant mineral crystal cover protect the watch from the elements, while the rose-gold-toned Roman numerals and handsome date display window beside the four o’clock hour marker add an extra touch of class.