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