A few (actually many) comments
This stuff about a “well-kept” secret sounds good –almost like a conspiracy to keep information out of the hands of collectors. It’s not really true if one goes beyond a superficial analysis, aside from keeping in mind that the requests for such information serve little purpose beyond satisfying idle curiosity of a small constituency.
IWC sells all the watches it makes. It could sell significantly more if it could produce them. So the basic question: “which models sell best” is really not a question that IWC can directly or empirically answer, if sales are measured at the consumer level. All models sell at IWC’s level (that wasn’t always the case historically). Moreover, discontinuances of models are not necessary correlated to poor sales: since often there are model “change-overs” unrelated to sales. A prime example is the revamping of the Pilots line a few years ago. They were strong sellers before, and strong sellers after.
In terms of Chad’s report here, it is very much appreciated but we should keep in mind how anecdotal it us. Malaysia is an unusual market –at least it was when I was there three years ago for IWC. Large watches often sell more slowly there than, say, Italy. Expensive watches may sell a little more slowly there than, say. Singapore. Some markets have somewhat less interest in, and appreciation for, history (there are far fewer vintage watch dealers, generally, in Asia than many other markets). The Vintage Collection worldwide is a very strong seller, but it is at a higher price point and often a higher size-point (and there is, almost universally, almost a correlation between higher price and slower unit sales, on all models and all brands). Low-end models have higher velocity.
Relative to what store sales clerks wear, they (and many staff people at IWC distributors) wear the Ref. 3714 chronograph since it is less expensive than any other Portuguese, it is more readily available than other Portuguese models, and it is slightly smaller at 40mm. But really it provides no market or sales generalizations
That said, the 3714 is a best seller. And based on broader anecdotal reports, I’ve mentioned here how well the Big Pilot’s Watch sells, the 3717 Pilot’s chrono, etc. There are reports here. But those reports, too, are based on what dealers -in many locations throughout the world—have told IWC. And the fact is that generalizations are just that: they prove little for those looking for in-depth analysis.
So, sorry –it’s not some “well-kept secret” and the analysis, to satisfy anyone’s curiosity—is a little more complicated.
Regards,
Michael
