u/Bugpowder

Reading through this Paul Graham Essay on the rise of Brand based marketing in the luxury watch space, I'm struck by how the reps have co-opted the brand. The reps compete on performance, as the Swiss did in the Golden age of watchmaking, but the performance isn't about how accurate the watch timing is, its how well the rep can match the details of the brand.

Essay here https://paulgraham.com/brandage.html