I’m of a slightly different mind about Swatch. I do worry that they dominate some specific parts of the mechanical watch industry a bit too much these days (which is tied into the whole “what is a Swiss watch?” question. which as you said is an entirely separate (and long, and emotional) dicussion). However my bigger concern is what other firms are doing with their product, now that ETA is fairly ubiquitous in the mechanical watch movement market. You and I can probably easily list of dozens of watch brands from memory, that case and polishing a standard ETA movement, then charge thousands of dollars for their product.

I can see the appeal of some such brands if they show artistic uniqueness (such as Mazzuoli’s Manometro which is a favorite of mine), but far too many are derivative “me too” items. Let’s face it, we’re buying uniqueness and prestige – why settle for just a relabeled ETA when there are many other alternatives out there. And if you do, there are brands like Christopher Ward that are very open about what they are, and price their product accordingly, rather than pretending that they have some unique brand quality that adds some special value to the movements in their particular watches.

For example I truly appreciate that RGM have just released their own caliber. I’m not being overly picky – I’m not sure if they made their own balance spring, or turned their own screws. That they designed and assembled the ebauche is enough for me.

I also want to support the smaller independent firms, that are on the outside of the industry, dreaming different things, daring different works, and pressuring the industry forward.

Thanks again for a very well written article!

Cheers from Canada
Harry
http://www.harrybishop.ca