Before the circle-jerking I started gets too out of hand
, let me first acknowledge that the CW Loco is a well-designed watch with an in-house caliber — and that does deserve some respect.
That said, let’s unpack why its price point still feels completely delusional.
We all know that even high-end luxury watches in the €5K–€10K range can often be produced for around €500.
In most industries, a healthy profit margin is typically 4–5x the production cost. That €40–€50 steak at your favorite restaurant? It better cost no more than €10-12 to make (ideally even less), or the business won’t cover rent, salaries, overhead, and still turn a decent profit.
But with watches, it’s different — and much more extreme, actually.
Omega’s margins? Around 10–12x on their €5K–€7K models. Rolex? You’re looking at 20x or more on their €10K pieces.
Now, a non-watch person might reasonably ask: “If Omega and Rolex can price like that, why can’t CW do the exact same ?”
To the watch crowd, the answer’s obvious:
brand recognition and perceived value of two major legacy brands.
Omega and Rolex can charge those premiums because they’ve spent decades, even over a century, building up their legacy, desirability, and emotional equity with collectors and the general public alike.
CW, however, while making solid strides and great value watches at lower price points, simply hasn’t earned the same level of brand capital. Not yet, at least (let our great-grandkids pick up on that debate to reevaluate
).
So when they suddenly try to leap into that upper echelon with a €5K offering, it doesn’t feel like ambition — it feels like overreach.
They’re skipping the slow, painful grind of building legacy and trust at tha price point. And in the world of horology, that grind is non-negotiable.
And what about the resale value of this watch (if you paid full retail)? Probably friggin' atrocious.,
Nice watch? Yes. Fair price? Not even close.
