Ever wonder why irrespective of the price tag watches from Rolex and Patek Philippe are always sold out immediately" Like with all objects of desire there is a very smart strategy at play

In my previous columns I highlighted why the Bugatti Divo, the Hermès Birkin bag and even the world?s most expensive omelette are too cheap. What all of them have in common is the ability to create extreme customer value. Typical features are long waiting times and significant investment value. Birkins outperform almost any index. Pre-owned bags ...

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