has resulted in the temporary revelation that cost is extreme.
I had held back my own views on the extreme work of what Greubel Forsey did since 2004, because of my own points of view:
1. When I saw the first few 30 degree inclines done in platinum, with a carefully planned execution of audit that would allow both owners and non owners to study supply and demand on the customers own terms, I personally saw a deconstruction of what "the Hidden Persuaders" will do to a world where thousands, hudreds of thousands, of jobs and livelihoods can be changed.
For bad or good.
Vance Packard wrote the volume in 1957. Just as I was born, the book was to hit the newsstands.
That's really silly coincidence.
However.
Marketers milk science for insights. Studies show that music can affect people's behaviour:
The average American three-year-old can recognise 100 brands. Many can also recite annoying jingles more readily than their times tables. Given a choice between carrots and “McDonald's carrots”, children hungrily choose the latter.
2. The most effective marketing tools are often subtle. Many are buying traditionally, a brand, not by volition or any cerebral power or the lack of it.
Greubel Forsey, Richard Mille [pre 2003], Vianney Halter, MB&F and many others brought products worthy of comparing the introduction of modern jazz into a classic age when harpsichords were Mike Jackson's sound.
But there was a space for some arguments.
However, Greubel Forsey took one extreme step...they discarded all marketing plays and subplots, and went to the very best possible.
For 10 years, I did not want to comment on their work. I had good reason, or so I thought.
Anyone without budget could make miracles come true. I was wrong. I cannot make a superb watch or drug or weapon if you gave me a limitless budget.
Maybe others can.
I can't.
So for selfish reasons, I didn't speak of them but for once, on the Harry Winston Opus 6 project, see forum in 2006 leading to Basel 2006 Harry Winston Opus 6.
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So I apologise for using Greubel Forsey. It's like using a cruise missile to kill a squirrel.
I should use real world, good works, and compromised, but good to excellent products....I myself do not drive the best car possible or own the best of almost anything.
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No, I am trying to avoid saying that after I saw Greubel Forsey's work in 2005 to 2006, I found it compelling, perfection almost arguable the grail of grails....there has to be disagreement. But it is not going to pit a Lange against an AP or VC.
Its pitting a Patek's best versus a very well put together Franck Muller.
Death is certain by most serious collectors, but arguable among society groups that carry a different flag.