SELLING & MARKETING: Cheaper the Better?


The theory of obsolescence, which puts the sales appeal in new models of everything from autos to toasters, has finally hit U.S. watchmaking.

Instead of investing in one expensive "lifetime" watch, more and more people now buy inexpensive but serviceable watches, throw them away when they need repairs -or a more attractive model hits the market. Sales of low-priced ($15 and under) watches climbed from 6,000,000 five years ago to 8,876,000 last year, now hold 52% of the market. The company leading the march: U.S. Time Corp., whose $6.95 to $17 Timex watches have captured almost 23% of the...

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