By limiting production top end watches like this Rolex Sea Dweller create almost insatiable demand. Photo: @rolex/Instagram By limiting production top end watches like this Rolex Sea Dweller create almost insatiable demand. Photo: @rolex/Instagram
By limiting production top end watches like this Rolex Sea Dweller create almost insatiable demand. Photo: @rolex/Instagram
Daniel Langer
Opinion

Opinion

Daniel Langer

Why are watches from Patek Philippe and Rolex snapped up immediately? It’s all about creating desirability – and making them harder to get

With objects of desire, limiting production and distribution when demand is high can be the right strategy

By limiting production top end watches like this Rolex Sea Dweller create almost insatiable demand. Photo: @rolex/Instagram By limiting production top end watches like this Rolex Sea Dweller create almost insatiable demand. Photo: @rolex/Instagram
By limiting production top end watches like this Rolex Sea Dweller create almost insatiable demand. Photo: @rolex/Instagram
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Daniel Langer

Daniel Langer

Daniel Langer is the CEO of the leading luxury, lifestyle and consumer brand strategy firm Équité (equitebrands.com), and the professor of luxury strategy and extreme value creation at Pepperdine University in Malibu, California. He consults some of the most iconic luxury brands in the world, is the author of several luxury management books, a frequent media commentator, a global keynote speaker, and holds luxury masterclasses in Europe, the USA, and Asia. Follow @drlanger on Twitter