As everyone knows, Richard Miller is known as the “Billionaire Ticket”. This young 90-year-old is renowned for his innovation and avant-garde design.
Many people know Richard Miller, they all know that it is expensive and expensive, even the price of the entry model is basically more than 500,000 yuan, so people who can start Richard are not simple, non-official is rich.
But it is such a deadly brand that can’t stop the pace of consumers paying. Why is this young brand unique in a few hundred years of watchmaking industry in just a decade, and has an uninspired position?
This issue brings you Richard Miller’s topic and introduces three small things that you may not know.
The founder of the brand does not understand the tabulation
Richard Miller was founded in 1999 with the name of the brand from the founder, Richard Mille Replica.
The avant-garde design is full of strong mechanical sense, so young brands can do what others can’t. Many people mistakenly believe that Richard Mille Replica himself, like FP.Journe and Voutilanien, is a watchmaker, and he should know a little about the clock. How else can he play the watch so well?
But in fact, Richard Mille Replica doesn’t really know how to watch and repair watches, but he is very good at innovation and marketing. He is a true businessman.
The biggest source of his work with watches and clocks is that he worked in Seiko and a French jewelry watch shop, engaged in luxury marketing and management. Then he started his own watch brand when he was 50 years old.
Why is Richard Miller so expensive?
Richard Miller’s models are very expensive, with an average price of $180,000, or about 1.24 million yuan. The high price is inseparable from its unique design and movement process.
To make a difference, Richard Miller spent a lot of money on high-tech materials. The movements carried are high-profile custom from the two backrests of Vaucher and APRP. The movements of such companies are very expensive, but they are not expensive.
Also used is the Vaucher Pearl Tournament movement, the name of the Rosette Gold + Perpetual Calendar is 160,000; the price of the Hermès basic three-pin rose gold is 80,000; and the RM 033 Platinum is priced at 640,000.
So what is the premium? A big part of the reason is to take advertising.
As a brand without any historical heritage, you must get a high enough exposure if you want to survive. Therefore, the brand is crazy to find endorsement cooperation, all kinds of racing competitions, sports stars are all missed.
Of course, in addition to this, scarcity is also a great magic weapon for Richard Miller.
Usually in TV shows or entertainment news, star artists are often seen wearing RM, but the annual output of RM is very low. In 2017, its total output was 3,865.
Richard Miller’s product naming rules
The name of Richard Miller’s watches is very interesting. The brand name uses a combination of “RM + number”, starting with 1, and so on.
If the movements and cases of some models are not changed greatly, only the appearance and material are modified. In this case, the new model name will not be used, but the subsequent code is added to the basic model to distinguish. For example RM 50-03 and RM 50-03 McLaren F1.
Also note that the Richard Miller watch sorts and informally launches the product sequence.