Off the deep end

I had to take my IWC watch back to get it fixed.Cynics may say what’s the point of having a decent watch when it’ll break just like a bargain basement Casio? What you don’t get with a Casio is close on a years worth of precision engineering in the watch.

The watch is also supported by a comprehensive service organisation. Rather than having to argue the toss with a couple of school leavers, I spoke with a professional who sorted out getting the watch fixed with no quibble.

It brought home to me how quality goes beyond the product itself to encompass the whole experience behind it. Its all the other touch points on the customer’s mental score card the make up a brand experience.

It doesn’t matter how good new brands get at making a product, putting that infrastructure in to support it is going to be the hard part. It is the structure that supports the dominance of LVMH and Richemont in luxury brands.

It also shows the serious investment and learning curve that new global brands like Samsung or LG and the young Turks biting at their heels like Bird International have yet to do, if they are to become more than just the vassals for more established western brands. Thoughts?