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I have long coveted an expensive Swiss watch and have intended to purchase one, some day, when the finances allow. There is something appealing about a finely fabricated mechanical movement with the imprimatur of the craftsman and the esteemed imprint of the manufacturer - a piece which would undoubtedly increase in value over time. I had in mind a Tag Heuer or Breitling, about $4-5K worth, which I would regard as an investment and an heirloom. I had imagined these timepieces to be fabricated as individual items by a team of craftsmen, milling and assembling in a small workshop.

I have been disillusioned to learn that the movements for the majority of prestige Swiss watches are not made in-house, but are instead mass produced by a company called ETA, a subsidiary of Swatch. They are manufactured to 4 different standards, the highest being "chronograph" standard, and endorsed as being of excellence by COSC, the Swiss watchmaker credentialling organisation. Undoubtedly a high level of excellence, but by no means unique, or even rare.

The prestige manufacturers add their degree of uniqueness through design of case, watch face, bracelet, etc.

Does this detract from the value /desirability of these timepieces? I can't help feeling it does. Are they a worthwhile investment, or just a whim and folly? I would be interested to hear the opinions / experiences of others.