This is where the jewellery industry should be heading! Check out this report on the $300,000 watch that doesn’t tell the time! The string of comments also makes great reading! While I laughed at the whole thing, I was struck by the fact that a watchmaker had taken away the basic utility that makes us call the thing a watch and still sold it at this astronomical price. What the watchmaker did was to create a piece of jewellery with no utility value (unless you think a $300K gadget that tells you whether it is day or night does have utility value!). The term ‘watch’ in this case, is merely a categorization of the piece of jewellery – the way we distinguish pendants, rings, bracelets etc.

I strongly recommend that jewellery companies start hiring marketing crew from the big brand watch companies. Those guys seem to know what the game is all about.