Well, here we go again - Luxury brands investing in watch companies. In case you missed it yesterday, MB&F announced that Chanel has made a 25%investment in the company, with the investment in MB&F following investments in independent watchmakers Romain Gauthier and F.P. Journe.

Are we, as collectors, media, and consumers, expecting too much from the brands we love? I believe the answer is yes.

The watch industry’s current release cycle is well established: a spring release for Watches & Wonders and a late-summer release for Geneva Watch Days. While some of the industry players like Richard Mille, march to the beat of their own drum and release watches as they are ready, many brands feel compelled to stick to this twice a year release schedule. Many brands only participate in one release cycle annually at Watches & Wonders. Even on a 365 day release schedule, the pace can lead to the dilution of creativity, and I would argue for many brands it has.