The independent watchmaker is the soul of horology, working alone against the giants. Forget marketing departments and global networks. Luxury is a single pair of hands, a lathe, a movement finished under a loupe. It is craft in its purest form, and it is priceless.
"You're just paying for the name" is the accusation that every luxury buyer hears, and it is partly true. Forget value. Luxury is heritage, marketing, a logo that costs more than the movement. It is the uncomfortable truth that the industry does not want to discuss.
