You Can't Finesse Reality

So I waited a little while to dive into the monthly numbers posted from the FH, and curious to relate? They keep using the word recovery. Now not to be pedantic, but in the words of that other noted commentator on the watch business, Inigo Montoya (as played by Mandy Patinkin) -

Courtesy of QuickMeme.com

So simply put, to say that the watch business is recovering is not dissimilar to saying that the Fukushima nuclear reactors were showing signs of recovering immediately following the tsunami.

Sound harsh? 

Courtesy of the FH

Ask the recently "re-deployed" staffs of GP and UN if they feel that the Swiss Watch Business is "bouncing back". And unfortunately? They are going to be having more and more company at the Job Center in the next few weeks and months.

Now here's the thing, people are still buying watches. But what is also clear is that fewer and fewer brand CEOs truly understand how to connect to their customers - and they have not fully embraced the reality of where we are GLOBALLY in terms of conducting business in the midst of the COVID-19 Pandemic.

Think I'm full of it? Well, it would seem that the folks at NOMOS and Favre Leuba didn't get the memo that COVID cases are starting to spike again in Europe if their latest pressers/gatherings are anything to go by. Masks clearly optional -

https://www.fratellowatches.com/nomos-glashutte-lambda-in-steel-with-three-dial-colors/

https://www.linkedin.com/posts/favre-leuba_last-week-favre-leuba-lead-by-ceo-philippe-activity-6719146686586859520-0INf

Now I have already been informed by some folks that "hey, maybe that's a problem in America, but here in Europe..."

Yeah, I'm sure that type of logic will stave off viral spread. I am not an epidemiologist, but a few things I am pretty sure of - gravity is real, the earth is round, seat belts save lives, and wearing a mask is a fairly solid way to prevent the further spread of COVID-19. 

Look, I take no joy in donning a mask daily, sanitizing my hands until the skin on my fingers cracks, and not spending time with people I love and care about. And I also appreciate the argument that "hey, we're all adults, nobody is forcing us to do anything!".  And fair enough. But the brands have some responsibility here too, you can communicate without potentially putting people at risk. But then again, my phone is not ringing off the hook with offers to manage a Swiss brand, so I suppose my personal feelings aside, brands are going to do what they are going to do, and my colleagues in the Fourth and Fifth Estates are free to make their own choices. I will be holding off on any press gatherings (or frankly any gatherings) for the foreseeable.

Now let's get back to the numbers - a massive shift of product to China is not a recovery. A recovery is when EVERY market is open, selling, and truly doing business.  And curious to relate?  We aren't there yet, no matter how positive we all want to feel about it. And whistling past the graveyard is probably not the best option either.

Shamelessly Borrowed from the WorldWide Infoweb