Video summary

5 Marques Suisses de Montres Qui TE VOLENT — et 5 Qui VALENT CHAQUE CENTIME

Main summary

Key takeaways

Finance

Finance-focused summary (markets / value perspective)

The video frames Swiss watch buying as a value-destruction vs value-retention problem, using secondary-market (grey market) depreciation as an objective performance metric.

It argues that some brands behave like “marketing” products that depreciate ~40–70%, while others are priced more fairly and hold value, often with smaller drops of about ~10–40%.

Tickers / assets / instruments / sectors mentioned

  • No financial tickers (stocks/ETFs) mentioned.
  • Instruments are referenced only conceptually via:
    • secondary market
    • Chrono24
    • grey market (not as tradable securities)

Key brands, product examples, and depreciation/value metrics

Group 1: “Charge more than they deliver” (value destruction)

Hublo

  • Example: “Big Bang” pricing €20,000–€50,000
  • On models >€25,000: claims in-house unico caliber (positioned as a positive)
  • On lower-priced models: Celita/ETA-type bases with decorative wrap (“ceramic, carbon and gold” + “Art of Fusion”)
  • Depreciation example (Chrono24):
    • Bought for €25,000
    • Falls to €9,000–€12,000
    • Implies ~50–65% value loss in the first year

Tagyur (context: LVMH heritage)

  • Example: Aquarasseur calibre 5 uses Celita SW2, described as similar to movements found in watches around ~€500
  • Comparison: Tudor Black Bay 58 at €4,200
    • Uses in-house MT5402
    • 70-hour reserve
    • “Kque certification” (as stated)
  • Depreciation: ~40–50%

Benros

  • Pricing €4,000–€8,000 for a watch using Celita SW300 in a distinctive case
  • Depreciation: ~50–60%

Brightling (nuanced critique)

  • Has an in-house B01 chronograph movement (used in Navitimer B01 and “first B01”); presented as justification for price.
  • But many models reportedly use ETA 2824 or Celita bases, priced ~€5,000–€9,000
  • Recommendation:
    • If buying Brightling, insist on the B01 caliber
    • Without B01, the video argues you’re paying “manufacturer price” for an industrial movement
  • Grey market depreciation:
    • Basic-movement models: ~40–55% drop
    • With B01: ~30–40% drop

Frank Müller

  • Price range: €10,000–€50,000
  • Uses modified ETA or Celita movements in the “majority” of catalog
  • Depreciation: ~60–70%

Group 2: “Charge a fair price and deliver” (better value retention)

Tudor

  • Example: Black Bay 58 at ~€4,200
  • Movement: in-house MT5402
    • ~70-hour power reserve
    • “Cosme certification” (as stated)
    • meticulous finishing (as claimed)
  • Depreciation: ~10–20% (described as top-tier outside the “Patc/AP/Rolex circle”)
  • Caution: “don’t call a cheap Rolex a Tudor” — brand identity/history differ

Rolex

  • Example: Submariner “official price” around $10,500
  • Hold period: 5 years
  • Resale: $11,000–$13,000
    • Framed as “wore it for free”
  • Precision claim:
    • Movements:
      • 3235 (Submariner/Explorer)
      • 3285 (GMT)
    • Rate: -2 to +2 seconds/day, described as stricter than COSC
  • Antimagnetic claim:
    • “blue parachrome” + paramagnetic spiral
    • “magnetic resistance up to 15000 goses”
  • Secondary-market markup example:
    • Pepsi GMT Master 12670 BLO appears around €22,000
    • Stated as ≈89% above pre-retail price
  • Availability:
    • Authorized retailers: “virtually nonexistent”
    • Grey market: often 20–40% above catalogue, described as “proof of value,” not merely cost

Omega

  • Argument: superior engineering, including coaxial escapement credited to George Daniels, integrated across high-end catalog
  • “Master Chronometer” standard:
    • described as more demanding than COSC
    • 0 to +5 seconds/day
    • magnetic resistance up to 15,000 goses (as stated)
  • Price range: €5,000–€12,000
    • Framed as engineering “justified”

Longines

  • “Spirit line” €1,800–€3,500
  • Movement: L88
    • based on ETA A31, but modified
    • uses a silicon balance spring
    • antimagnetic + thermal stability benefits (as stated)
  • Pricing claim: around €2,500 for this technical spec vs other brands starting about ~€5,000
  • Depreciation: ~30–40%

Oris

  • Independent brand (not Swatch Group, LVMH, Richemont—per video)
  • Movement: Calibre 400
    • 5 days power / 120 hours
    • antimagnetic resistance
    • 10-year guarantee
  • Price range: €2,500–€4,500
  • Claim: “genuine manufacture movement under €5,000”
  • Examples: Kiss Date Calibre 400 and Big Crown ProPilot X

Methodology / framework provided (investment-style due diligence)

The video’s framework for avoiding marketing overpaying:

  1. Identify the movement

    • Ask: “What is the movement and who created it?”
    • If the seller doesn’t know the caliber number, the video implies they may not truly know the product.
    • If the movement is Celita or ETA, ensure the price is justified (i.e., not overpaying for a “base” movement).

  2. Check depreciation using objective secondary-market data

    • Look up depreciation for the exact reference on Chrono24 and “Watch Charts” (as stated).
    • Use grey market as the “most honest barometer.”
    • Example claim: if something loses 50% in the first year, that indicates how the “shop will not tell you.”

  3. Assess how much price is marketing/storytelling

    • Examples of marketing: ambassador sponsorship, World Cup sponsor, Formula 1 campaign, airplane-cockpit storytelling.
    • The video argues marketing costs are ultimately paid by the consumer (shown on the label).

Explicit recommendations / cautions

  • Buy based on movement quality and caliber specificity, not only brand name or aesthetics.
  • For Brightling, demand B01 if buying; otherwise expect worse depreciation (industrial base + premium markup).
  • Use secondary-market depreciation (Chrono24 / grey market) before purchasing.
  • “Switzerland is not a guarantee”—origin alone doesn’t ensure value; what matters is what’s inside relative to the price paid.

Disclosures / disclaimers

  • The video includes an implied “what comes next” subscription callout.
  • In the provided subtitles, there is no explicit “not financial advice” disclaimer.

Presenters / sources

  • No presenter name is stated in the subtitles.
  • Referenced sources/systems:
    • Chrono24
    • “Watch Charts” (as stated)
  • Watchmaking standards/programs mentioned:
    • COSC
    • Omega Master Chronometer
  • Brand ownership/context mentions:
    • LVMH
    • Swatch Group / LVMH / Richemont (industry ownership context)

Original video