For a new watch company to be recognized on the watch scene and stay for the duration, the stars have to line up perfectly. You remember names, how prominent they once were, and how quickly they fall from grace? Their lines may still exist as a shell of what they once were, but their demise is inevitable if special consideration is not taken to ensure their future. I have been in the industry since 1994 and have kept tabs on many brands to see if they were good buys or not. Here is a dirty laundry list to keep in mind for trades and future purchases – also to steer you away from the companies facing the most adversity at this point in time.
1) Baume and Mercier – Richemont left poor Baume in the basement covered up and forgotten. I have not witnessed a new style or original product there in 8 years or so. Be careful with that purchase.
2) CORUM – After the bubble burst so did this company and how much business they used to do was amazing. They are lost at this time with little following. Sadly, the most popular watches of their collections from the past are shunned like an Amish kid with an iPhone. Stay away.
3) Girrard Perregaux – They can stay on the market and this brand has a chance for revival, if that is what they want. A company that doesn’t know if it wants to be a movement house first or a brand. Huge behind the scene hitter and movement maker to the stars in the industry. It is really their call.
4) Glashütte Original – A great watch that is totally backdoored and sold in trans-ship fashion (the worst I have ever witnessed). A shame thus far, they need to tighten up shop and quick. If they do not it will be Perrelet city for them.
There are numerous others, that I will highlight soon, but try your best to stray from these brands untilled they get their acts together.