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$50,000 for an Alpina?
by Kyle Stults on February 18, 2010

There is an interesting artcile over at TheWatchLounge about the Alpina Extreme Tourbillon Regulator Manufacture which fittingly enough follows on the heels of another interesting post over there about the real worth of a tourbillon – I just have to throw my 2 cents in here, because it seems that Alpina is going to price this new tourbillon watch at around $50,000. Really? Alpina? Really? And to think they have 18 of them to sell.

Let me just say that when I think of Alpina I am NOT thinking of spending $50 large, even if it is a “fairly valued” tourbillon. If I can spend that kind of money on a watch, I am already a “Player” – and I don’t need to “be one” by owning an Alpina (Alpina’s current marketing slogan: “Be a Player”). Even with a nicely done tourbillon and silicon escapement. Do you see the contradction here, people? I also find the overall design of this watch highly lacking in its visual appeal.

While I could surely apply this analogy to several watches, this is the first it popped into my head so it will go to Alpina: this whole situation reminds me of Volkswagon’s move “upmarket” a few years back….turned huge flop – more commonly known as the Volkswagon Phaeton. Sure it is a souped up luxury car…but at the end of the day it’s still a Volkswagon!

While I admire its gusto, I think that Alpina is reaching way, way over its head on this one. That said (and note to Alpina): if and when you sell all 18 of them, please let me know and I will gladly give you the props you deserve for in fact properly assessing your market.

Strange Bedfellows?

vw-phaeton

alpinatourby

Baselworld 2010: Alpina 12 Hours of Sebring Automatic Chrono GMT

DieterX

Interesting points. I agree that Alpina may be stretching into a market
where the air is too thin for them.Certainly.
In regards to your comparisione to the Phaeton I have a question:
Have you ever driven the V12 model ?
I drove this beast from Hamburg to Berlin on a summer night and I still
get excited thinking about it. She is a beast on autobahn, superbly crafted,
one of the nicest cars I ever drove. So eager to fly that it´s tempting to compaire
her to a young beatyful teenage girl who loves men.
Royally underestimated. If this goes for the alpina tourbillon, well I leave
it to someone else to decide…Greetings from Germany.

Kyle

Hi and thanks for commenting. Have not driven the Phaeton and based on all responses here it seems to be a well liked automobile! Your description definitely has me curious, that is for sure!

My main point in mentioning it was not specifically to bash the car, but rather it was the attempt by Volkswagon to move into direct competition with Mercedes, etc. in the US high end luxury segment. So maybe it is a very phenomenal car, but the fact is that for all practical purposes it failed here in the U.S. – it was pulled from the market after just 2 years because it just was not perceived the same as say Mercedes or BMW, etc.

DieterX

Kyle,
I fully understand the point you are making and it is a valid one.
The Phaeton was a dissapointment in the US – and elsewhere- due to
the problem with the VW brand.
It´s intresting – Lexus was never the hit here in europe as it is in the states.
Not to mention Accura and Infiniti, you can´t even buy them here I think.
It is tempting to make a comparisione with the lack of cred Seiko and other
non swiss watches have versus what is swissmade.

Kyle

Yea – all very interesting points you make as well. Seiko comparison is also an interesting and indeed tempting subject – they are trying to make their “Ananta” line a competitive entry/mid level luxury watch here in the US ($2,000 or so) but I wonder if this will work as well. “Percepetion” I think will be their biggest hurdle for this high priced Seiko line!

http://www.aBlogtoRead.com Ariel Adams

Kyle,
I am one of the rare American driver’s of a Phaeton. I love the car, the engineering and performance kick ass. This was an under appreciated car that was fully worth the price in an odd market with lots of competitors. The car was great, the marketing was bad. Not sure it is the same issue with Alpina and tourbillons. There is it mostly marketing, and we are not sure of the real value of the complication….

Kyle

Hey Ariel – glad you like the ride! I recall reading awhile back that after the cars failed to sell well in the U.S. they could actually be purchased at great prices, particularly for all that you get with the car.

My main point was really more aimed the attempt by Volkswagon to move into direct competition with Mercedes, etc. in the US high end luxury segment – which did fail – as you indicated, probably more a marketing/perception issue than a performance one.

http://www.monochrome.nl Frank

Nothing wrong with an expensive Volkswagen… Volkswagen’s collection goes from the small Polo to the large (for us Europeans) Passat. So now they make another model that’s one size bigger.

Alpina on the other hand, makes very affordable watches… and all of a sudden they make a jump to higher spheres… wonder what they have been smoking
Let me put it simple… if i had 50k to spent on one watch, do you think i would spent it on an Aplina? NO WAY!

Kyle

Hey Frank,

Based on a couple comments above it seems the Phaeton is loved by its owners/drivers! I was not specifically bashing the car, but main point was really more aimed the attempt by Volkswagon to move into direct competition with Mercedes, etc. in the US high end luxury segment – which did fail. I think part of my analogy relies heavily on my perception of Volkswagon from here in the U.S. which is arguably different than in Europe/elsewhere.

But you make some goods points that perhaps the Alpina “jump up” is much wider than what VW did….thanks for the perspective!

http://www.alpina-watches.com Ralph Simons

Dear Kyle,

Thank you for your feedback on the article about the Alpina Extreme Tourbillon Regulator Manufacture on The WatchLounge.

We truly appreciate your personal point of view. I’m assuming you will find it interesting to read ours as well.

Let me start by telling you that, so far we have sold 11 titanium versions of the Alpina Tourbillon and 6 gold pieces. These watches have been sold throughout the world; from Thailand to France, from Mexico to Austria and from Qatar to Germany. This shows us that there actually is a demand for an exclusive, high-end, high quality Alpina sports watch, with in-house Tourbillon movement at a relatively reasonable price point.

Accuracy in production and specialized watchmakers are the name of the game for this type of product, hence the low production numbers. Moreover, watch aficionados buying a timepiece like this demand exclusivity. And that’s what they get.

The philosophy behind the introduction of the Alpina Extreme Tourbillon Regulator Manufacture is to show the world our technical know-how in R&D, Development and Manufacturing. By doing the movement in-house, we offer something that is unique – especially in our market segment. The introduction of these watches doesn’t mean that we will continue to introduce only highly complicated watches each year, such as a Tourbillon. Nor that the brand is moving deliberately ‘up-market’.

Alpina Geneve will continue to do what it does best: developing bold and high quality sports watches at sensible prices. You could say our Tourbillon is the most extreme example of this strategy. Other Swiss watch brands that do similar timepieces have a pricing structure that ranges from roughly USD 100’000 to USD 300’000.

At a somewhat lower price point within our collection, we also offer the AL-950 caliber, an in-house developed and produced automatic Regulator movement with date complication, from USD 2’950. I can assure you that this type of product and everything we develop in the future, benefits from the specialized experience of developing our own Tourbillon with silicon escapement wheel and lever.

So, may I invite you to stay tuned and to follow what we will be introducing during BaselWorld 2010: A series of exciting novelties in the three Alpina Universes: Adventure, Racing & Nightlife.

Thank you for your interest in Alpina Geneve!

Sincerely,

Ralph Simons
Director of Sales
Alpina Watch International SA

Kyle

Ralph,

thanks for comments and clarifications. it is always nice to hear directly from the brands I write about. I commend you on selling 17 of these watches thus far – almost halfway there. I do not see the appeal or sensibility of this watch, but if people buy it, then more power to you.

Kyle
Editor

The Rake

Great response Ralph. Glad to know you are paying attention and also serves as a great counterpoint to the initial argument by Kyle. I respect Kyle’s opinion, but at the same time, it clearly doesn’t reflect the globe as a whole, especially in relation to these timepieces. Keep up the good work (to both of you).
Rocco torezz

I must say to you Ralph the concept is a bold one Alpina has taken the bull by the horns and has come up with a good product. As a watch collector/watchmaker i appreciate this Tourbillion as i have had a closer look at it the watch grows on me,its a take anywhere watch where you can go bungee jumping in the morning and then to the casino in Monte Carlo at night,very adaptable. At around 50K i think its a good price for what it is i wish you much success as i believe “fortune and fame always favors the brave” Alpina has taken a big jump forward.
There will always be critics and most of these people go on eye candy and have actually never built a watch from scratch,everyone is entitled to there opinion but opinions must be made based on all concept of manufacturing both visual,technical and price, and if Alpina is successful don’t be surprised if this is the start to a slight price drop from other watchmakers on there Tourbillion.
Kindest regards
Rocco Torezz
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