Pick and choose the right watch

Pick and choose the right watch

Singapore has long been a select shopping destination for
Indonesians, even though they know they can get the same goods
back home.

Look no further than the example of the Cartier luxury watch.

Indonesians account for 60 percent of customers who purchase
the brand in Singapore, despite the same products being available
at the Cartier boutique here.

"That's still the Indonesian habit, which is part of our
'heritage'. That's why here in Indonesia, we have yet to apply
the real marketing system. Because people have their own pride in
shopping abroad," said Irwan Danny Mussry, managing director of
Time International, the distributor of Cartier and 17 other
luxury brands in the country.

Irwan also regretted the superficial knowledge about the
craftsmanship of watches among Indonesians, as they buy watches
based on commercial value, social status or as an investment.

"They don't know about the functions of the watches, such as a
perpetual calendar, or minute repeater. They buy it somewhere,
and change the battery, for instance, elsewhere. No wonder that
even a new battery runs out so quickly. They should have gone
instead to the authorized service center."

Most watch experts here also still favor commercial value, not
the real value found in a timekeeper's magnificent technology,
with all the details, movement and complexity.

With technical brands making a comeback, Indonesian customers
need to develop a greater understanding.

According to Irwan, it is actually very simple to get it right
when buying a watch, whether it is priced at Rp 500,000 or Rp 50
million.

"A watch is really about you and yourself. So, you have to buy
what you like. Come to the right place, but be suspicious if
somebody offers you a cheaper price."

Ask what comes with the watch, whether there is a service
center or not, check the registration number and ask the agent
for verification if necessary.

"A good shop will show you several models so that you can pick
the best you like. That's the enjoyment of buying."

He acknowledged that sometimes it's tough for a shop to do so
because customers often suspect that the shop wants to sell them
another brand. Or else the customers just have no time to pick
and choose.

"But more important still is that you have to know the value
of money. Don't let sellers underestimate and harass you.

-- Hera Diani