Why are people paying top dollar for cartoon character luxury watches?

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Why are people paying top dollar for cartoon character luxury watches?

From Disney's Mickey Mouse to Marvel's Black Panther, pop culture icons are bursting from the dials of horology's biggest names, with sticker prices to match.

28 October 2022 06:32AM (Updated: 28 Oct 2022 06:32AM)

It's been 88 years since the world's well-nigh famous mouse first appeared on a watch, when American watchmaker Ingersoll had the cute idea of using the Disney mascot's hands to signal the hours and minutes. Making its debut at the Chicago World'south Fair in 1933 to a oversupply notwithstanding reeling from the Great Depression, the Mickey Mouse watch was the bright spark people needed, and 11,000 pieces were sold on the fair's first 24-hour interval at Macy'due south.

The watch was meant to appeal to the masses, which meant it would have another fifty years earlier any luxury watchmaker would dare to take on "fun" attributes for its serious products. That watchmaker turned out to exist Gerald Genta, who released his starting time Mickey Watch in 1984 at the Montres et Bijoux in Geneva – much to the horror of its organisers who deemed it inappropriate for its highfalutin crowd. So Genta responded by leaving, and continued to make them well into the 1990s.

The Gerald Genta Arena Retrograde with Grin Mickey Mouse. (Photograph: Gerald Genta)

But oh, how the earth has changed. Not only take such "graphic symbol watches" come to be accepted in the world of six-figure tickers, they are now actively sought out and embraced. Earlier this year at the Geneva Watch Days, Bulgari paid homage to Genta's rebellious cosmos by unveiling the Gerald Genta Arena Retrograde with Grinning Mickey Mouse. The 150-piece limited edition uses Mickey's left hand as a mono-retrograde minute hand, and includes jumping hours at v o'clock, giving the mechanically inclined something else to smiling about.

One tin argue that Mickey Mouse is old and iconic plenty to be pardoned on a luxury timepiece, but the same can't be said for Audemars Piguet's Regal Oak Concept "Black Panther" Flying Tourbillon. The Marvel hero is crafted in white gilt, appearing to crouch over a flying tourbillon at 6 o'clock. Though the design is polarising, the workmanship is unquestionably top-notch, requiring thirty hours of work by four engravers and four painters on each of the 250 pieces made. A i-off version in 18K white aureate with a hand-engraved example sold for a stunning Usa$5.ii million (S$7 million) to a bidder in People's republic of china this April – a record price for an Audemars Piguet at auction.

Audemars Piguet'south Royal Oak Concept "Black Panther" Flying Tourbillon. (Photo: Audemars Piguet)

Why are people paying top dollar for what is substantially elevated childhood memorabilia? Crown magazine's editor-in-chief Alvin Wong weighs in: "Character watches, while cute and seemingly playful and novel, are no kid's play," he said, referencing the complications found in the Gerald Genta and Audemars Piguet watches.

"These are serious pieces that need deep pockets and more than than a passing appreciation of high-terminate watchmaking. Obviously, with the example of the Audemars Piguet x Marvel drove, the idea was to go some of Marvel's mojo to entice collectors, who probably grew upward with the comics and are now of-historic period ballers."

The Tag Heuer Connected x Super Mario. (Photograph: TAG Heuer)

It would certainly explicate Tag Heuer'due south decision to collaborate with Nintendo on its drove of smartwatches. The Tag Heuer Continued x Super Mario is brimful with references to the video game legend, such as the Yard logo on the crown, the condom and leather straps in Super Mario red, and a dial that gets more animated the more physically active the wearer. According to Tag Heuer CEO Frederic Arnault, the collaboration was meant to "add a chip of fun and originality to [the wearers'] activities and wellness."

Prominent watch blogger Su Jia Xian believes character watches are gaining footing recently because the industry'due south heavyweights are finally starting to make them – and market them heavily. "They were less prominent before because the brands making them were niche, like Romain Jerome, or they were affordable, like the ones made past Seiko," he said.

The Infinite Jam Tourbillon past Kross Studio. (Photo: Kross Studio)

The S.U.F Sarpaneva x Moomin watch made particularly for The Hr Glass. (Photo: The Hour Glass)

Perhaps with this increased awareness, more than indie examples of pop culture-themed watches will show upwards on the radar. Who wouldn't want a Us$100,000 Space Jam Tourbillon by Kross Studio or a pink gold version of the S.U.F Sarpaneva ten Moomin watch made specially for The Hour Glass? Okay, not everyone, but even those who aren't fans might consider these investment-worthy collectors' items.

"Grapheme watches more often than not have more value on the secondary market than the equivalent watch without the cartoon or comic branding," connected Su. "Information technology makes sense since the premium is essentially for the appeal bestowed by the intellectual property on the punch."

Omega's Speedmaster "Silver Snoopy Award" 50th Anniversary. (Photo: Omega)

In the case of Omega and its Moonwatches, the presence of Snoopy on those Speedmaster dials doesn't only indicate rarity and bloated toll tags – it reminds the owner of the brand's heroic ties to NASA and the bureau'south Silver Snoopy laurels for outstanding achievements related to mission success.

But often, joy solitary is enough of a reason for people to hanker after a character picket. "They are the ultimate wear expressions of nostalgia, a discreet mode to mark one'southward personal adoration for a beloved mascot," said Minxiang Yang, founder of watch consultancy Chrono.Design. "I look forrad to seeing more than of such collaborative efforts washed in a more subtle style, going beyond but slapping the graphic symbol's silhouette on the dial. A good example is Seiko's homage to the Naruto franchise."

Vario's Navi Nautical Jumping 60 minutes watch. (Photo: Vario)

For Ivan Chua, founder of local micro-make Vario, staying on-tendency was the terminal thing on his listen when he was conceptualising the Popeye edition of his upcoming Navi Nautical Jumping Hr watch.

"I didn't realise popular culture watches were getting popular," he admitted. "This watch is meant to exist a tribute to Gerald Genta, and I simply wanted to make something that reminds me of my childhood – perhaps that's the appeal of character watches. These characters became ingrained in us, so the watches we wear evidence off a bit of who we are, while reminding ourselves of the proficient old days."