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RayF
22210
Jul 12, 2020
Whatever one's feelings are about the Columbia Sportswear company, the one business they are NOT into is watches. Like much of their product line, they simply find someone else to manufacture a given product for them. In this respect the only thing "Columbia" about this watch is the logo the actual manufacturer printed on the dial. Since the vast majority of Columbia's product line comes from Viet Nam and China, one imagines the decision to add watches to Columbia's product line wasn't difficult to implement, especially when one considers the vast number of Chinese watchmakers virtually across the street from Columbia's existing Chinese procurement offices. So, does the Columbia name on the dial mean this offering is a Columbia watch? No, it does not. Now in truth, you can purchase this watch directly from Columbia's website; it's on sale for $116 (marked down from $145). Or you could purchase it from Amazon for $101 (as noted by @flaviov below, who I've read was actually the first person to comment on this particular drop ;- ). Or you could actually buy it from MD on this drop--I'm told people actually do! But is it worth it? A reasonable question, but for the sake of argument, I'm going to say all of the prices above are generally in the same ball park, therefore, I say the REAL question one should ask is: "How much would I pay for this watch if the actual manufacturer's name were on the dial, rather than the logo of the company we know absolutely, positively didn't make this watch? A few possible choices for the real manufacturer might be:
  • Shenzhen Aiers Watch Co. Ltd
  • Shenzhen City Yonghao Clock And Watch Co., Ltd
  • Shenzhen City Yongda Clock And Watch Co., Ltd.
  • Shenzhen Kastar Timepieces Co., Ltd.
  • Window’s Clock & Watch Co., Ltd.
  • Shenzhen Zhongshi Watch Co., Ltd.
I list those names because the odds are one of these mega-watch companies (or one similar) is likely the true manufacturer of this watch. And while that shouldn't come as any particular surprise to anyone (there is no Columbia Watch Company, right?), the point I'm making is that if the watch offered here, said Shenzhen on the dial, most of you would be asking this question: "Who the hell is this no-name watch manufacturer, and why the hell would I pay ninety-four bucks for a watch from a company I've never even heard of?!!!" When in reality, the question you should be asking yourself is: "Why the hell would I pay ninety-four bucks for a watch from a company that makes ski jackets?!!!" Maybe a better way to look at it is: If MD offered two versions of this watch; one labeled "Columbia" and the other "Yonghao", which one would you chose?
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More reading here: https://www.chinaimportal.com/blog/category/watches/
(Edited)
justwatchin
52
Jul 12, 2020
RayFColumbia is a strong retail brand. That’s what strong retail brands do. Called “private label” in that world. The thinking is, “now that people love our jackets and shorts, etc., what else can we sell? To be a “one-stop shop”?. What is odd is how this ended up here, supposedly a watch enthusiast venue...
RayF
22210
Jul 12, 2020
justwatchin I'm familiar with the concept; the idea (as Brook Shields and Guess demonstrated all those years ago) is that branding sells merchandise. And if one doesn't have a brand, one can always create one (ask Leslie Wexner). The exception is when it doesn't, which answers your question: how did this particular example end up here, in a pseudo-watch enthusiast venue? It's here because it didn't sell elsewhere and it's tying up some one's shrinking investment capital and they want it back before it disappears completely. Actually, that why all the watches are here. The trouble with that method of merchandising is that it's gotten a little a stale; it doesn't work as effectively as it once did. Consumers are a little more sophisticated than they once were, so unless you're young and naive, or reside in a lower tier economy, you aren't likely to be smitten by a watch that claims to be made by discount clothing company. Not that we are impervious to that kind of pitch--its just that we prefer sexier names.
ProfFingers
6
Jul 13, 2020
RayFIsn't Lex Wexner the guy who gave Jeffrey Epstein power of attorney for no reason? The guy who gave him his boat? The guy who helped him finance that private island he purchased explicitly to traffic children? I wonder if the CEO of Victoria's Secret...has a secret.
RayF
22210
Jul 13, 2020
ProfFingers That is the same guy, and I'm sure that if he did indeed give Epstein power of attorney, he must have had a VERY good reason. We may never find out what it was, but I doubt it was for no reason ;- )