Trapped between the watch you want, and the ‘affordable alternative’ watch you can get? If yes, then this article is for you!
Ever felt ‘analysis paralysis’? Don’t worry, you’re not alone. Anyone who’s dipped their toes into the watch world has fallen into the same trap. It doesn’t matter whether you’re a first-time buyer or an experienced connoisseur. Analysis paralysis has a way of rearing its ugly head whenever you’re considering your next timepiece.
But what if you’re stuck on what to buy next? On one hand, there’s a dream piece, one that’s within reach if you’re willing to put in the hard yards. On the other hand, there’s a similar watch that won’t cause much financial strain. That second option is what most people call the ‘affordable alternative’. It’s close enough to the original and far easier to justify. But should you actually buy it? That’s what we’re here to figure out!
Fit For Purpose
The first thing to consider is whether the affordable alternative is fit for purpose. To be ‘fit for purpose’, the watches in question don’t need to be doppelgängers, but they do need to be similar in type. You can’t compare apples to oranges, after all. So why compare a dive watch like the Blancpain Fifty Fathoms to a dress watch like the Jaeger-LeCoultre Reverso?
Both are incredible watches, sure, but both serve completely different purposes to one another. So, make sure the pieces you’re choosing between are genuinely comparable. However, if you like both for different reasons, perhaps take stock of what purpose you wish to fulfil first. Are you looking more for an everyday wear, a special occasions piece, or just something new and unique?
Next, consider differences in quality between two price points. Inevitably, there will be noticeable levels of build quality, which tend to grow as the price gap widens. For example, there’s only so much a AU$1,220 Tissot PRX can do before it’s outclassed by the AU$27,400 Rolex Land-Dweller. That much is obvious. But compare the PRX with the roughly AU$3,000 Christopher Ward Twelve, and the gap narrows. There, the spec sheet becomes more palatable and easier to compare.
Ultimately, you want to compare two watches designed for similar scenarios. When stacking the alternative against the dream piece, ask yourself a few questions. Does it scratch the same itch? Does it fill a similar gap in your collection? And most importantly, like clothes, have you tried both on? If you can, do it. That experience is often the most telling of all.
Try Before You Buy (Again)
Trying on a watch is, by far, the most important part of the process. On countless occasions, I’ve tried on watches I’d always loved the idea of, only to find that the final click simply wasn’t there — or, at least, remained uncertain.
In cases like these, the affordable alternative can present itself as a sort of trial option, where a watch of similar style can be acquired at a less feisty price point. It helps you determine whether that style of watch is something you’d actually like to explore further down the line.
That said, I’m not suggesting you always need to buy the cheaper watch before the more expensive one. But if you’re unsure about a particular genre, an alternative can allow you to live with the style before making a much bigger commitment.
This is especially true in the world of integrated bracelet sports watches. If, say, you’ve admired the Girard‑Perregaux Laureato but aren’t certain whether the design suits you, the Mido Multifort 8 One Crown could serve as a possible alternative to try first. Of course, there are countless corners of the watch world where this principle applies. Dress watches, rectangular and abstract-shaped pieces, ultra-thin or ultra-thick watches — all wear in ways that are difficult to judge on paper.
The question then becomes whether you want to commit fully to the design from the jump, or try something that captures the broader strokes of the style and its wearing experience. Sometimes the experiment confirms that the watch type truly resonates with you. Other times, it reveals that the idea of the watch was stronger than the reality. And if that realisation does arrive, it’s far better to reach it with a watch that doesn’t carry the hefty price tag of the dream piece you admired from afar.
Where Should I Look?
With that said, if the affordable alternative appeals to you, it can still be confusing to know where to start looking. The truth is that the argument for the ‘affordable alternative’ is extremely subjective. The word ‘affordable’, especially in the luxury space, is practically an oxymoron.
It entirely depends on where you’ve started. Some collectors believe AU$500 to be the ‘affordable’ category; others place it closer to AU$5,000. Because of this, affordable alternatives can appear anywhere. They don’t have to sit strictly between high-end luxury and entry-level ‘civilian’ brands, and may simply exist one rung below the other.
In other cases, you may have to — and I shudder slightly when I say this, despite how true it can be — find an affordable alternative that captures the ‘vibe’ of the dream piece. With a watch like that in hand, it can give you a general sense of the experience without directly competing with the original.
Let’s be real: a perfect substitute for your dream piece will never exist. If you accept that, but are still uncertain about what will happen after the honeymoon period, an affordable alternative might be the way to go.
While the ‘try before you buy’ argument often produces one of two results, you might be among the few who experience the secret third option. You may end up enjoying the affordable alternative far more than the original dream piece itself!
Are You Invested?
Comparing designs, spec sheets and the like can only get you so far. A watch purchase is an investment, both financially and emotionally. From a monetary standpoint, price and opportunity cost matter.
If that’s central to your decision, your dream piece may actually be the less risk-averse option. Financial investment value, however, is an entirely different beast, and one that would turn this article into a billion words if answered here.
What matters more, though, is the emotional investment you’re making in your next watch. Brand cachet brings confidence; Household names like Rolex and Patek Philippe loom large because they’ve built reputations around exclusivity and exceptional craft. You know that you’ll be happy with what you get, because of the influence these brands have built.
When you opt for the affordable alternative, you’re effectively betting your own confidence against the confidence that comes with the dream piece and its brand. Does it genuinely match, or even outweigh, the brand you’re measuring it against?
The ‘return on investment’ here is both financial and emotional. Will you wear it with the same enthusiasm, regardless of what’s written on the dial? If the level of engagement is the same either way, then the alternative becomes far easier to justify.
Final Thoughts
To help with your ‘analysis paralysis’, I’ll simply say this: the affordable alternative is worth it, but only if the above two parameters are clearly understood. Because ‘affordable’ price points can be so arbitrary, it’s important to make sure you know what you’re getting into.
If there’s a dream piece you’re intent on pursuing, but that affordable alternative is ripe for the taking, consider this. For a fair comparison, both watches must be fit for the same purpose. If the affordable alternative serves the same or a similar role in your collecting journey, then you know it’s a worthy comparison.
Secondly, if the style of watch is unfamiliar to you, it’s okay to explore an alternative before committing to the dream piece. While there’s a risk you might fall out of love with the specific genre, it’s far more revealing than simply idealising it from afar. An affordable alternative grounds you in the broader realities of the wearing experience, but without the massive price tag.
Third, you should know where you want to start looking for the ideal affordable alternative. Whether it be with the entry-level brands, luxury peers, or even in the realms of microbrand and independent watchmaking, find an angle to get as close as possible to your dream piece without buying the thing outright.
Finally, you must be happy or confident enough to embrace the affordable alternative. Clout can be a powerful deciding factor, but if it’s something you can get over, or if it’s entirely unimportant to you, then the decision becomes much easier.
That being said, a dream is worth as much as you truly desire to chase it. If there’s an undeniable ‘X factor’ in your dream piece that no affordable alternative has, then in most cases, it’s easier to be patient. However, if you already know the kind of watch you’re looking for, and the dream piece is simply the idealised, upper-echelon version of it, it may be worth seeking opportunities elsewhere.