Published on October 17, 2024 at 1:09 p.m.
It’s a genre that has always remained outside of fashion. A sort of hybridization between value and functionality that affects all audiences, from China to the Bernese countryside. Rolex has set some parameters. The crown brand was already doing this in the 1930s. Like a sign of the times. The crash of 1929 caused steel watches to soar, a common metal that a touch of gold could only elevate. Sometimes all it takes is a little gilding to set the tone. Gray reassures. Yellow lights up. So much so that the bimetallic watch has established itself as a market segment in itself. Switzerland exported 1.4 billion francs worth of it in the year 2000. The value rose to 4.2 billion in 2023. With the advantage of making gold soluble in all price lists.
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