The Genius of Furlan Marri

My recent post about the effect of marketing contained a hypothesis about serious watch collectors: they will buy the recently released Furlan Marri (FM) watches but won’t wear them much. This post is about the brand, and why it represents a masterclass in product launches and marketing.

Purchases under pressure

Yesterday, over lunch with the infamous @nycwatchguy and @f1ptb… … we discussed the concept of purchases under pressure. In the current environment this issue is far more pronounced, due to the rise of limited editions, the increased popularity of independent watchmaking (who have lower supply inherently) and because of general hype with any popular watches – often fuelled by the influx of profiteers into the watch game, who tend to pose as genuine enthusiasts or collectors. This also raised the question of what defines a “genuine” enthusiast anyway; and when is it ok to sell a watch without being labelled a flipper? Thoroughly enjoyed the conversation, and thought I would share a bit here.

Watches in a post-COVID world

A post about the state of watch collecting, and a discussion about ways in which people collect watches, along with the impact of these choices.

Are you a victim of marketing?

As I began seeing more Furlan Marri watches shared on Instagram, I asked myself why someone would choose this watch in the morning, when looking at their watch box. I won’t go into the background story of the brand and the reasons this is an enormously popular release; Wei Koh wrote all about it here and you can read that if you want some background.

What about vintage watches?

Earlier this week I posted about the evolution of watch collecting, and talked about what might happen next in the watch collecting hobby, as collecting evolves, and collectors experience decision fatigue. Quite a few people followed up with me asking about vintage watches, and even suggesting that vintage watches might be the next big thing – so I thought I’d share some thoughts on the topic and see what others think.

Evolution of watch collecting – where to next?

I just had a conversation with my buddy Ben (@koreahasseoul1) and I felt like the topic was worthy of a post. Incidentally he’s a pretty interesting collector, and I would urge you to chat to him too if you feel like you want some advice about your collection, or just to talk watches. I always appreciate his perspectives, and I am sure you will too. Ben and I spoke about how collecting has evolved, especially in the last two to three years.

Behavioural Economics and watch collecting

Richard Thaler, Daniel Kahneman and Amos Tversky are the pioneers of the field called “behavioural economics”, two of them even won Nobel prizes for their work and the third would have too, if he was alive to receive it. The trio uncovered numerous ways in which people make poor decisions without knowing it. Here’s a short podcast where Thaler tells a number of stories that bring behavioural economics to life. I wanted to talk about some of their findings (again) and apply it to watch collecting in some way.

Journalism in the watch industry

I have seen messages from journalists who are being contacted directly by the collaborator in this watch release, and they are being rudely chastised for something as simple as ‘liking a meme’ about the faulty watch! These journalists are being accused of, in summary, surrendering their own impartiality, by showing support to memes about the watch. Is this how low it goes?

The freedom to have enough

I recently shared a video from “Daily_stoic” talking about the concept of “enough” – this post is building on this idea, since the video resonated with many folks.

Yak shaving and watch collecting

Have you ever heard of the term “Yak shaving”? The term was supposedly coined by Carlin Vieri from MIT, but others attribute its popularity to a Ren and Stimpy episode. Either way, I found it had some applicability to watch collecting, so I decided to share some thoughts on this; while slightly obscure and not wholly enlightening… hopefully still educational!