Skip to main content

RICHARD MILLE RM UP-01 FERRARI

  


Richard Mille RM UP-01

Richard Mille has just released the RM UP-01, a replica luxury watches designed in collaboration with Ferrari. This ultra-thin watch (1.75mm). Beyond its technical prowess (see video below), the watch marks a marketing turning point. This is our opportunity in this article to analyze the marketing of the RM UP-01 and the object's place in the luxury watch market that has exploded over the past 2 years.

Richard Mille RM UP-01 breaks fineness record at 0.05mm
First of all, it is worth mentioning that Richard Mille has pushed back a fineness record belonging to Bulgari to this day. At 1.75mm thick, the Richard Mille RM UP-01 is 0.05mm thinner than the Bulgari Octo Finissimo (1.8mm).

Marketing that emphasizes technical prowess...and respect for tradition
The official video for the Richard Mille RM UP-01 is an ode to technology and luxury codes. It shows a craftsman assembling watches on a table covered in black leather in a very romantic way (which, of course, does not correspond to reality).

The chosen semantics focus entirely on the technical strength of the "deciding design". The RM UP-01 watch is thus an "object" that wants to be different but still respects tradition (e.g. housing the movement in a "box"). The marketing message is calibrated to be in full alignment with that of the Scuderia Ferrari. The latter were at the cutting edge of technology and their car design was unique, but tradition and links to mythical models remained.replica watches for sale

Finally, we note that the process of engraving the Ferrari logo is exactly the summation of this value proposition. The collaboration is engraved on titanium with the help of a laser. We move away from classic watchmaking and move closer to the aerospace industry.

The RM UP-01 is an excellent positioning asset
Luxury watches, as the name suggests, are positioning commodities. They are designed to affirm the owner's social status and signal to others. Unlike other positional goods (cars, leather goods), watches remain an understated luxury that signals to connoisseurs. It is difficult for non-connoisseurs to recognize a luxury watch.

Significant differences
In this regard, the Richard Mille UP-01 appears to have several distinctive features. First, you don't forget that the RM UP-01 has a very unique format. It's more of a bracelet than a watch. Some would say that the reduction in thickness is accompanied by a necessary "expansion" in the length of the component. That's forgetting the Bulgari Octo Finissimo, which, despite its 1.8mm thickness, remains the size of a classic watch (40mm in diameter).

Thus, a true reflection of what this aesthetic code-breaking object sends as a central message. By making the UP-01 so "obtrusive", Richard Mille changed the paradigm of luxury watches. They are no longer just objects of concern for their owners, but must be hypervisible expressions of their owners' wealth in public places.

Highly visible partnership with Ferrari
Another visual feature of the RM UP-01 is of course the Ferrari logo. This isn't the first time a Ferrari team has had a watch partnership (Girard-Perregaux did at the time), but it may be the first time the logo has been shown in such a visible way. The Ferrari logo is becoming an attribute of the RM UP-01, especially in the space reserved for it. It's also worth noting that the Ferrari logo takes up more prominence than the dial that allows the time to be read. Thus, a hierarchy of value is observed on watches, where the reading of the time becomes secondary.

It is a fact that the luxury watch market has grown dramatically since 2020. Prices for Rolex, Audemars Piguet and Patek Philippe models are all soaring. A more detailed study of the different versions of the Patek Philippe Nautilus reveals that the steel version has seen the biggest jump. The value of items is no longer measured by the precious materials used.

Purely technical marketing niche
The popularity of luxury replica swiss watches these days is less a matter of considerations related to watchmaking heritage than a matter of brand marketing. Richard Mille may be the poster child for this new dynamic. Its recent history, efforts to differentiate, and marketing excellence have led to price spikes. The RM UP-01 is part of this dynamic. It is no longer strictly a watch, but a unique technical bracelet co-branded with Ferrari that also tells the time. It is placed in a niche market with no competitors.

Comments

Post a Comment

Popular posts from this blog

Versace Geo Auto Watch for Men PVE2A001-P0021

  Versace Aiakos Automatic Watch The Versace brand is most often associated with edgy Italian fashion. I'm no expert when it comes to writing about clothes, but I've always admired Versace's ability to incorporate aesthetics from Italian history into everything from socks to suits. But they also make  Wholesale replica watches . A while back, I had the opportunity to get my hands on the "audiophile quality" Versace Aiakos Automatic model V18040017, all steel with a silver dial, which is very restrained compared to most of the brand's watches. Versace is clearly trying to appeal to the brand's existing fans with their timepieces. These watches are an exercise in taking popular themes from the world of serious watch design and incorporating them into stylish watches that haute couture buyers are happy to wear. The fashion watch category is very diverse, with quality and composition varying from brand to brand. Most fashion houses work with external partners ...
Post a Comment
Read more

Patek Philippe Nautilus 5711/1A

 The History of the replica Patek Philippe Nautilus Part 2. 5711/1A Since the 3700 was discontinued in 1990, the Nautilus line has not had a large and simple model. The medium-sized model 3800 was introduced in 1981, but between 90 and 2006 there were no giant steel watches in the collection. This was rectified in 2006 when Patek Philippe released the 5711/1A to coincide with the Nautilus' 30th anniversary. The 5711 remains generally the same as the original Big Mac, but there are some notable differences. The 5711 gained a seconds hand and the dial is a graduated almost electric blue hue, rather than the dark blue/black of its predecessor. It’s also been slightly “bigger” to suit modern tastes, and the case is no longer a one-piece, but a three-part construction. Other upgrades include luminova, a tri-fold on the 3700 blade, and a larger crown to match the thicker case and lugs. fake watches for sale There is no doubt that the 5711 is a beautiful watch. Timeless shape, design...
Post a Comment
Read more

Jacob & Co ASTRONOMIA CLARITY ROSE GOLD BAGUETTE AT820.40.BD.SB.A

  Jacob & Co ASTRONOMIA TOURBILLON BAGUETTE ARLEQUINO Within Jacob & Co -- The Method Behind the Craziness See how Jacob & Co. has was able to create some of the wildest, greatest and most complicated watches in the last few years. Probably the most striking watches at Baselworld 2018 was the creation associated with Jacob & Co. The actual super-complex Twin Turbo Furious is a watch with an crazy, astonishing combination of complications: the dual high-speed triple-axis tourbillon; a decimal minute repeater; and a monopusher chronograph having a reference time indication! For a few, it was surprising to discover that one of the most complicated watch in Baselworld was the creation of " Jacob the Jeweler", for some who have been following the brand, the actual Twin Turbo Furious is actually spectacular and unbelievable The particular representative brands of complicated timepieces are capable of producing them. The sanity driving the madness Jac...
Post a Comment
Read more