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Swiss Watch Brands Mimic Rolex With Pricey Models in Demand

  • Watchmakers moving up luxury value chain to meet buyer boom
  • Average prices increasing as Swiss watches go higher end
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Consumers driving the biggest boom in mechanical watches in decades are seeking out more expensive timepieces, and from entry-level marques to the most exclusive independents, Swiss manufacturers are happy to oblige. 

Take Oris Watches, a brand known for its affordable diving watches. The move to higher quality models has pushed the average selling price from 2,000 Swiss francs ($2,038) to about 2,400 francs in three years, according to co-CEO Rolf Studer. That’s emboldened the company to make more watches with in-house developed movements, such as its ProPilot X Caliber 400 featuring a titanium case and bracelet that sells for 3,900 Swiss francs.