At Towson Watch Company, we take issue with the concept of pre-orders, where a brand releases a new watch for purchase before it has been made. We support reservations, where a customer claims a piece currently in or ready for production. The key difference is that a reserved watch is being made regardless of demand, while a pre-ordered watch is only produced after the demand has been secured and payment has been made. Pre-orders align supply and demand driven purely by economic motives. Consequently, pre-ordered watches often lack the brand integrity and artistic continuity that would make them collectable and valuable in the long run.
Pre-orders today primarily serve as a way for brands to test market demand and adjust production quantities accordingly. While practical from a business perspective, this approach often dilutes the personalized and authentic experience that a fine watch should offer.
This direct-to-consumer approach to selling watches before production has become popular recently, but it has strayed from its original value. Originally, it was a way of giving customers personal curation upon purchase, instead of acquiring this branded collectible off the shelf. While the customer was getting a watch made just for them, they were also acquiring a model recognized and respected by other collectors.
The Breguet Subscription Watch, introduced in the late 18th century, was a simple yet elegant timepiece featuring a single hand and an enamel dial. It was marketed through a subscription model where customers made a down payment and paid the balance upon completion. Approximately 700 pieces were going to be made regardless of demand between 1798 and 1805. It was a matter of which collectors during that time wanted to have one of those 700 made for them. All watches had the same dial and movement, but customers could choose to have their watch encased in either silver or gold. The components were pre-made, and once a subscription was secured, the watch was assembled. The secret signature on the dial was an anti-counterfeiting measure that also signified the timepiece as part of a brand with standardization and scale. Despite being made specifically for the customer who ordered it, the watch wasn’t bespoke art, it was part of a larger collection.
The subscription watch model had a set production amount from the outset. Each watch was crafted specifically for the customer who purchased it, allowing for individual specifications while retaining the core features of the model. This method ensures every watch is completed by the watchmaker just before delivery.
The commitment to making each watch regardless of demand highlights a brand’s dedication to its craft and direct relationship with customers. This approach preserves the brand's integrity and enhances each timepiece's collectibility. By focusing on continuity and artistic vision, scarcity becomes valuable.
At Towson Watch Company, we strive to uphold these timeless principles, ensuring every watch we create is a genuine representation of our brand and a cherished piece for our customers. Towson Watches are limited to 100 units per model, each assembled by in-house watchmakers upon purchase. Components are pre-manufactured, ensuring all 100 timepieces are made regardless of demand. When a customer buys a Towson Watch, they receive a product that has been prepared specifically for them and a timepiece representative of the brand’s heritage and continuum of design.
