Wealth might not guarantee extra time on earth but it can fund exotic ways of displaying it on your wrist. And interestingly, without the constraints of a style-crimping budget, many of our more fortunate friends are opting for timepieces from brands previously little heard of.
A Rolex might be the readily recognised gold standard but the value in a valuable watch is also in its quirkiness, exotic mechanicals and rarity. It could be argued that the new allure is novelty, a word the industry itself uses to describe its latest offerings. "Our customer already has a Rolex or a Patek and is looking for something different," says importer Peter Petzold of Define Watches in Brisbane.
