Now's probably a good time to buy Breitling

Introducing the new Endurance Pro

As a general rule, people don't trust insurance companies, mobile carriers and banks, in that (ascending) order. This was further exacerbated by the '08 financial crisis which is probably the reason why we've been spending the last twelve years putting our money absolutely everywhere and anywhere except where bankers and brokers told us to. Let me explain because I've just realized that sounds a bit dodgy.

In the olden days, people would invest in artwork, stocks and housing and that's about it. Now, people are investing in cars, sneakers, watches and the list goes on. There are some sneakerheads out there that make an absolute fortune by buying rare and expensive sneakers in bulk and reselling them at a profit. And then we get to cars, we're all familiar with that world and we know that these days, everything even remotely valuable in the classic car scene is worth a million billion. And then we get to watches.

There's a brand that I know some of you don't like (=Mr John) but the fact of the matter is that if you walk out a Richard Mille ad with any watch of any kind, you can resell it straight away and make money. Why? The answer is, as ever, supply and demand. Because the truth is you wouldn't be able to buy one even if you could afford it. They're going the Ferrari way, aren't they?

It gets worse (or better, if you happen to own of these watches) because the Audemars Piguet Royal Oak 15400 Two-Tones, random example, was priced around $26k when it first came out in 2015 and it's now worth around $35-40k. The Patek Philippe Nautilus ref. 5711/1P had a retail price of around $90,000 in 2016 and today? You're looking at $250,000. And I'm being conservative here.

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Some brands are always going up or at least holding their value, I'm thinking about Rolex and Omega, while others tend to peak and dip and peak and dip. TAG-Heuer isn't exactly popular right now, Tudor is on the rise, Seikos are definitely becoming more expensive and then we get to Breitling which, for the first time in ages, is introducing watches that, yes, are very expensive, but still on the affordable side of expensive.

This is the Breitling Endurance Pro, specifically designed to take a beating and keep on thicking. The brand is launching the "The Breitling Endurance Pro Strava Challenge" along with the watch, a programme that encourages wearers of the watch to swim, run, ride a bike, hike for 500 minutes while wearing a watch.

It takes its inspiration from the 1970s Sprint and it comes with a sporty rubber strap ( Outerknown ECONYL NATO straps are also available) and a 44 mm case made of 'Breitlight', a high-tech polymer-based material that Breitling created and patented. It's lighter than both stainless steel and titanium and less expensive than carbon fibre. The watch is powered by a Breitling Caliber 82, with a COSC certified chronometre.

Retail price is $3,000, which is a lot of money for a watch but at the same time it is also quite reasonable for a Breitling.

What's your wristwatch check today? Feel free to share in the comments

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Comments (17)

  • #watches

      1 month ago
  • That’s shockingly reasonable for that watch wow... so Tags and going down you say? 🤔🤔🤔

      1 month ago
    • not sure, but it certainly feels like watch geeks don't like TAG, they just happen to like specific TAG models. What do you think?

        1 month ago
    • I can see that. Maybe it’s an 80’s 90’s thing? Too identified with old trendy fashion statements??

      I just remember it was the first stainless watch, the y link band and blue face that got me. It just looked more 3D than a flat Rolex. The roller...

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        1 month ago
  • Pretty cool

      1 month ago
  • I recently decided I'm never buying another battery powered watch. I had to look long and hard to discover the Endurance Pro has a "3-4 year battery life" - I was halfway sold if it was an automatic movement.

      1 month ago
    • fair point. Mind you, it depends on the watch and the battery. I own and have owned a variety of Casio and G-Shock models and the battery seems to last for ever

        1 month ago
    • I bought a number of TAG watches over the years; every time I go in the drawer to put one on, the damn battery is dead, LOL! I'm sticking with automatics going forward. I will, however, never get rid of my Suunto skiing watch. I have a 'pack' of...

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        1 month ago
  • They do look nice but at the end of the day, is still a quartz movement!

      27 days ago
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