Richard Mill was founded in 2001, the founder of Mr. Richard was not born into a watchmaking family, he did not even know how to watchmaking and watch repair, his only interaction with the watch is that he used to work in the watch department of a French luxury goods group to do management. It was not until he was in his fifties that Mr. Richard founded the brand RICHARD MILLS, positioning it as a niche, top-luxury, technological watch. 2001 saw the launch of RICHARD MILLS' first watch, the RM001, which was a thunderbolt of a product and immediately became internationally renowned and successful. In a natural progression, Mr. Richards used the marketing strategy of luxury to directly ignite the brand. What is this marketing strategy? It's expensive! This is the biggest selling point of Richard Mille, followed by the positioning, choosing young rich people as the sales target. This kind of people, because their daily life is more for outdoor parties, beach yachts and other trenchant entertainment, so they need a very expensive, high B style, high-profile design, and exaggerated design sports watch. RICHARDSMIRE perfectly meets the above points, first of all, it is very expensive, and secondly, it is very dazzling, and the model is almost completely skeletonized, so the grade immediately goes up. Not only that, RICHARDSMIR often cooperates with the world's top sports events, including Formula 1, soccer, tennis and so on. All of a sudden, it raises its circle and B style up, and even mixes to the world's top level.
Lastly, it is its star-struck marketing strategy of bundling stars, proper star "with goods", plus the models are almost all limited edition, more than a few hundred dollars, less than a few dozen dollars, or even a few dollars. Of course, this also makes it in the secondary market price soaring. In addition, RICHARDSMIRE often launches cooperative limited editions with celebrities in various fields, for example, RICHARDSMIRE spared no expense to create the RM27-03 watch for Nadal, which is worth more than 5 million dollars and limited to 50 pieces. If Rolex hard currency, then Richard Mille is the star's steal!
Is it expensive and really worth it? As an example, the RM11-03 model, which claims to use high-tech, ultra-light NTPT material, has a price tag of up to 2 million dollars. This NTPT is, to put it bluntly, carbon fiber, which can be found everywhere on the brands of Audemars Piguet, Hublot and Panerai. Also, Richard Mille's classic RM52-01 skull (Pan Wei Bai same model), is in the tourbillon added a cartoon shape, which compared to the "king of the table" Patek Philippe's hand-carved craft, the production process is much simpler, but this skull is surprisingly 4 million! This is not to mention that the cost of tens of thousands of dollars to set a diamond is an additional 2 million!
What's the price/performance ratio of the Richard Mille? It's hard to say, but when you wear it, you're telling people that you're rich, and you're rich in the sense that you're rich in the sense that you're a thief. How is the movement? Strong is strong, but for do not know watchmaking, and almost no history of watchmaking RICHMOND MILLS, it movement core technology also from other brands. Audemars Piguet has an APRP movement workshop, which customizes movements for most of the top luxury brands, mainly developing customized high end complicated movements, not producing finished watches. RICHARDSMIRE is one of their major clients, and it needs to get its movements from APRP before handing them over to the next manufacturer to be assembled and sold as watches, so the supply of APRP movements plays a crucial role. Of course, Ricciard Milles can only hand over 10% of its equity to the Audemars Piguet group in order to better cooperate with them, and even give Audemars Piguet the right to run most of the stores in the sales chain.
Finally, you say Richard Mille really doesn't know how to make watches? It really can't, purely as a luxury management, it has never followed the traditional set of cards, no historical story, high-end movement or buy Audemars Piguet, but so what? Advertising and marketing it is the strongest, the use of high-tech materials it is the most cattle, production control it is the least, the movement style it is the most, a variety of timing, geographical location and people, so that it has become the standard of the rich and powerful!