Unless you are an individual that does not need to be connected to the rest of the planet, the isolation of Australia, from the rest of the world, has its challenges. One positive is that the tyranny of distance makes the degree of commitment to this market rather obvious.
Most watch brands just pass by hoping for a quick uplift in sales, others have been here for many years with quite successful per capita sales (remember the tourist bonus given the weak $A) but do very little in terms of reaching out to actual collectors. By inviting the media and rent a crowd, large stage showmanship whilst impressive, may get them a short flurry of headlines but no real connection with the actual end buyer. An experienced player knows this is not how lasting business is done down under.
Luckily there are a few what brands such as MB&F can sense the relatively restrained but deep passion for watches that this country possesses.
True to style it is great to see that this pioneering brand is not only walking a different path in terms of product design but also in terms of marketing strategy.
We have had the pleasure of Max Busser visiting our shores previously and this year Charris Yadigarolou made the special effort for what is to be one of the strategically most important launches for the brand this year (and they have had so many).
Great watch brands are created by a differentiated uncompromised end product that in my view endures and is nurtured by the passionate drive and connected vision of the people. Upon reflection I have also come to the realisation that a brand is not just about the product but the journey it took to reach its elevated status.
For a brand to become truly great it has to have been tested at its core. The easy road whilst tempting is never the path to great success. It is this point that makes the launch of the Legacy Machine Perpetual such a compelling story.
I will spare the technical details of this ground breaking watch and rather remark on the fact that throughout the presentation one gained a very strong sense of the drive of Stephen McDonnell and his trails in pursuit of the unconventional that ultimately proved ground breaking.
Legacy Machine Perpetual is the watch that puts MB&F on the map even with the most dismissive traditionalist.