The more cynical among you might start to think that Richemont is on a mission to undermine secondary market prices for its biggest rivals through Watchfinder, its wholly-owned pre-owned operation.
January sales promotions have so-far included a Rolex Submariner for $6,500 and Omega Speedmaster for $1,750.
The latest offer is a 2022 bronze-on-bronze Tudor Black Bay (pictured top) offered for $2,250.
In each instance, the promotion has a single watch priced significantly below prevailing market prices as good old-fashioned loss-leaders.
The plan appears to be working as all three have sold out almost instantly, with all other customers offered the same or similar references at more normal market prices.
The Tudor offer for an all-bronze Black Bay for $2,250 was around one third below the price of three other models of the same reference M79012M-0001 that remain for sale at $3,865.
It is a boutique-only watch, but not a limited edition, and can be bought new for £4,190/$4,875.
Before the conspiracy theory about Richemont undermining its rivals gets too much traction, it should be noted that there are some attractive discounts for watches from the group’s maisons.
A limited edition Panerai Luminor Marina 8 Days has a January price drop of 27% from $17,770 to $12,935.
A hand wound IWC Portugieser has a price from from $5,185 to $4,930.
