First, RICHARD MILLE's customer base is clear, mainly targeting the current mainstream consumer groups after 80, 90 or even 00.
Secondly, RICHARD MILLE mainly opened the market with high-tech and high-performance materials, and pioneered the application of thin-layer forged carbon fiber (TPT) in watches. This pre-invasion material was first produced by North Thin Ply Technology, a famous Swiss material manufacturer. It is famous for its wear resistance, oxidation resistance, impact resistance and portability! TPT is mainly made of carbon fiber, which is composed of many parallel filaments, and the filaments are separated from carbon fiber. These thin layers, which are not more than 30 microns thick, are first soaked in resin and then woven by special machines. Each layer is staggered at an angle of 45, creating a special visual effect similar to rare wood. Then it was heated to 120 with a pressure of 6 bar, showing a special effect.
Color quartz sand is added to make the watch case appear different colors. Such as: red, blue, orange, pink, green and white!
Thirdly, almost all the styles of richard miller are limited. Meet the tastes of contemporary mainstream consumer groups!
Fourth, RICHARD MILLE pioneered the crystal shell, which represents the top wisdom crystallization of contemporary watchmaking technology!
Fifth, the movement with brand-new structure and brand-new design concept, and the machinery with high value and high hollowness. The first steel cable suspension structure makes the movement more like floating in the dial, which is full of science and technology!
The above five points are my summary. I'm a big fan of richard miller. Welcome to communicate with friends more!
The following set of pictures is for appreciation only:
When it comes to Richard Miller, the first reaction of most cousins who are familiar with major watch brands is often "expensive". As for other functions of this brand watch, it is often hidden on the back of this function.
The average price of watches in richard miller has exceeded100000. No wonder some people call richard miller "the ticket for billionaires".
Why is Richard's watch so expensive? This is inseparable from its founder richard miller. You know, Father Richard is not a professional watchmaker, but only engaged in the sales and management of luxury goods. Six months later, I founded my own watch brand.
Even if it is founded, if it has no characteristics, it is difficult to squeeze into the camp of famous brands such as Patek Philippe, Vacheron Constantin and Breguet. After careful consideration, Mr. Richard established three concepts of richard miller brand:
1. Every watch is handmade, which represents the peak of high-end watch culture.
2. In terms of artistry and sportiness, it is easy to use and durable, without losing exquisite design.
3. Innovative technology and innovative design.
After the concept was determined, Richard developed a watch with his own brand characteristics under this concept. Richard miller has a high degree of recognition, which is inseparable from its barrel-shaped case design. This design is not only stable in structure, but also full of fashionable and dynamic colors. Most importantly, Richard's watch can be easily distinguished from other brands in the market.
It can be said that it is the magic weapon of "being different" that makes richard miller brand occupy a place in the fiercely competitive watch market.
Richard miller can't make his own moves, but it doesn't matter, it's on the list.
This big tree is "APRP", which is called "Airbno &; Dad, "APRP" was founded by Dominique Renaud and Giulio Papi, former employees of Audemars piguet, on 1986 * *, and its main direction is the design, development and production of high-end complex movements, without tabulation. The behind-the-scenes technology of many big brands comes from APRP. According to incomplete statistics, it includes Audemars Piguet, Lan Zhi, Wan Guo, Chanel and Cartier. ....
In addition, Vaucher Manufacture Fleurier, a well-known Swiss movement supplier, is also providing watch movements for Richard. With these two backers, the most critical movement problem of the watch is solved.
Besides its special appearance and reliable movement, another secret of richard miller's popularity in the world's rich circle is the application of new materials. Richard spent a lot of money on the application of high-tech materials. Richard Miller watches are unique among many brands not only in appearance, but also in the use of materials.
The latest hot spot of this watch is a watch made by Wu Xiubo, San Xiao and Chen Yulin to show off their wealth.
Yes, it's richard miller. His Chinese name is richard miller.
At the just-concluded Geneva exhibition, Richard Muller once again refreshed our imagination of the super-rich.
Richard Mill's theme this year revolves around candy and fruit. The whole exhibition hall is filled with the smell of girls. There are huge lollipops, marshmallows and lemon slices on the walls and roofs. The blonde girl is dressed in pink and brings you candy.
RM's new works this year include fruit series and candy series, litchi, blueberry, strawberry, cherry, cotton candy, cupcakes and lollipops ... with rich colors and youth.
Richard Mill's series is called "Lollipop", including 10 watches, each limited to 30 pieces. Including candy, cakes and fruits, it has a rebellious meaning of breaking the tradition. When Richard Muller held a press conference, it was like opening a candy can for you.
Brand-new models RM 07-03, RM 16-0 1 and RM 37-0 1 The brand-based three iconic automatic uploading lists actually give people a feeling of returning to childhood. Happiness is simple, small regression and indulgence, sweet memory experience.
"The idea this time is to keep the existing series and play with colors. I want to bring you some exciting and interesting series. We finally created a work containing 60 colors, regardless of gender. " This is what Cécile Guenat, the creative director of this series, said.
Richard Mill said that the brand has been constantly expanding the types and boundaries of colors, such as green, crimson, yellow and even pink. These colors come from the use of watchmaking materials, many of which are unique to Richard Mill.
Carbon TPT? And Shi Ying TPT? It is a composite material, and Richard Mill cooperates with the material giant to devote himself to the research and development and production of brand materials. Matching it, there are various applications of colored gems.
There are four kinds of candy series, which adopt two-color ceramic case shape, and interpret candy with large open flame enamel finish or black titanium chrome. Through the exquisite enamel technology, it also shows the pleasure of refreshing, crisp and smooth tongue tip.
There are 6 kinds of fruit series, which create a wonderful color gradient effect and add a new blue-green color to the series. Series of 3000 small candies. Made by hand from acrylic pigments and colored pigments. In order to create a realistic icing effect, enamel crumbs and ultra-fine gravel special for hourglass are added.
RM partner's daughter designed it, which is a secondary design. This is a drooling series.
There is such a magical brand in the watch industry, which has never appeared in the list of the top ten famous watches in different versions, and it is rarely mentioned at ordinary times, but as long as you mention it, everyone knows it. You may be a little confused here, but as long as the brand is established less than 20 years ago, it will dare to sell more than 500,000 yuan, with an average price of about 65,438 yuan +0.24 million yuan. You can definitely guess that it is the "admission ticket for the rich" richard miller.
You know, even the king of watches, Patek Philippe, can find 65,438+tens of thousands of watches, but for Richard Miller, there are basically no watches with an open price of less than 500,000. Entry-level watches, even millionaires need to consider buying, and millionaires are almost all rich. No wonder some people say that "people who wear real richard miller must be really rich".
The high price in richard miller is a little shocking to us ordinary people. Then a small thing will cost hundreds of thousands, which is completely in line with the saying that "the poor play with cars and the rich play with watches". So many people's attention is attracted by its price, and the price in richard miller is often talked about. Today, I'll tell you something you may not know, and add some talk for you.
Brand founders don't know how to look at it.
Richard miller brand was founded in 1999, directly using the name of the founder richard miller. Many companies directly use the name of the founder as the brand name, but never one company is so greedy for convenience that it even scribbles the abbreviation RM of RichardMile on the product line to save trouble.
Back to the founder, many people must be wondering that such a young brand has achieved a height that others can't, and the founder knows a little about clocks.
In fact, richard miller himself doesn't know how to repair and manufacture watches, but he is very good at marketing and innovation, and he is an out-and-out businessman. To say that he has the most contact with watches, he used to work in Seiko and a French watch shop, doing management and marketing, and then started his own watch brand at the age of 50.
Why is richard miller so expensive?
Richard miller was founded 2 1 year ago and is a modern brand. So don't compare with your historical skills and complex functional skills. Since it is a modern brand, it sells modern things: high-tech materials, high-tech materials, high-tech materials.
Richard Miller watches are made of high-tech materials, such as graphene, ZTA ceramics, titanium aluminum alloy, carbon fiber, etc. The most prominent one is its nano TZP ceramics, which is the only one in the watch industry.
Richard Miller's bottom cover and bezel are made of nano TZP ceramics. It doesn't matter if TZP ceramics don't know what it is, as long as you know it is a very expensive, scarce and high-tech material that money can't buy! Richard miller's sword is too wide, winning from the difficulty of technology and the scarcity of materials.
In addition to using high-tech materials, Richard Miller also has exquisite design, which is comparable to Jaeger-LeCoultre and Airbnb's sports. For example, richard miller's classic skull is equipped with the RM052 manual winding tourbillon movement of Audemars Piguet. Richard miller even transferred 65,438+00% shares to Audemars Piguet in order to obtain high-quality movement with long-term good cooperation.
In addition to the high-tech materials mentioned above, the cost is relatively high, and a large part of the reasons are used for advertising.
As a brand without any historical background, it needs a lot of exposure to survive, so the brand is frantically looking for endorsement cooperation, and all kinds of sports stars and racing competitions are spared.
Of course, in addition, scarcity is richard miller's magic weapon.
Richard miller is impatient with exercise.
Everyone's impression of richard miller should be very patient. After all, this is a sports watch, and most sponsors in richard miller are sports stars, such as tennis star Rafael Nadal, sprinter yohan blake and F 1 racing driver romain grosjean. But this is not the case. Although the materials are expensive, they are unstable and not hard. You should know that no mechanical watch can do these strenuous activities for a long time. Even the most expensive watch should not be misled by advertisements.
For example, Rafael Nadal, a famous tennis player, must wear a richard miller in tennis matches. He is very careless about his watch.
But from this picture, we can see that Nadal is left-handed and plays with his left hand, so he chooses to wear his watch on his right wrist. Even so, the shock brought by sports should not be underestimated. It is reported that Nadal has to fuck several Richard every year. ...
The first woman to work with richard miller.
For a long time, richard miller looked like a man's watch, and it was really rare to see women wearing richard miller.
In order to enter the female market, the founder is determined to break the deadlock. In 20 1 1, she cooperated with Yang Ziqiong to launch the Phoenix tourbillon wristwatch with the signature RM05 1, so Yang Ziqiong became the first woman to cooperate with Richard Miller.
Finally, in a short period of 20 years, Richard Miller is famous in the watch industry, and his price is among the best, with the entry price and average price being the first. The use of high-tech materials, high-recognition appearance and high-output advertisements are not worthy of high prices.
There is always a circle when people live, or everyone lives in their own circle, such as the sales field I am engaged in. In others' eyes, sales means wearing a suit and tie, driving in and out of office buildings or factories every day, dealing with various social elites and business owners, smoking high-grade cigarettes, playing cards with customers, eating, washing feet and massaging, but in fact, salespeople don't want to live this life. In fact, this kind of life has no other essence except to bring them envious eyes. Smoking cigarettes, wearing beautiful clothes, eating and drinking all day are actually bound by circles, and they can't.
Back to the topic, Richard Miller, as a top watch brand, has its obvious characteristics-expensive. Even the watch king Patek Philippe, the entry-level mechanical watch is less than 20W, not to mention Vacheron Constantin, Breguet and Lan Zhi, and Richard Miller's entry-level watch is 50W+. What a horrible entry-level price. However, this has something to do with richard miller's own philosophy. Brand has been expressing a strong idea since its birth, that is, regardless of cost! Yes, regardless of the cost, richard miller's design gives people a sense of science and technology, and its hollow design is full of artistic flavor. The materials used in watches are all rare materials. Complex production technology and pure hand-made will naturally raise the price of watches, not to mention the concept of regardless of cost itself. Of course, the consequences of its "willfulness" can only be paid by consumers. Runa, an independent watchmaker, once said that since I sell this price, I should be able to afford it, Richard.
But it's so expensive, why are there so many people rushing to buy it? Let's take a look at the consumer groups of this brand-rich people, stars and collectors. What do these people have in common? Nothing more than-economic foundation! Whether rich people, stars or watch collectors, their spending power is there, and so is their life circle. Former French President Nicolas Sarkozy once said, "A man who has not got a Rolex at the age of 50 can only be said to be a loser." This sentence is naturally biased towards the public, but it also confirms the circle of "elite groups". Why spend millions or even tens of millions on a watch? Because they have this ability and this demand, it is the so-called admission ticket for the rich.
Richard miller is just a symbol of this group, and there is not much essential difference between a house and a car. The biggest difference is that if you want tens of millions of a house and a car, then I have tens of millions of watches. How domineering! A symbol of identity and status! In this group, collectors are quite special. Watch collectors are not just rich. If they are not valuable in themselves, but only expensive, they won't even look at them, which proves from the side that richard miller is really outstanding.
Richard miller men's series RM056 "10th Anniversary" commemorative edition, Gongjia 1330W.
(Image taken from Watch House)
First of all, Richard Mill does have some technology research and development, such as RM53-0 1 designed for polo. In order to prevent the damage caused by the impact, Bobby cooperated with the sapphire crystal expert Stettler and got inspiration from the practice in the automobile field to manufacture a laminated sapphire crystal mirror.
The advantage of this mirror is that although there will be cracks, it will not fly like other watches, thus avoiding possible damage to the movement and people.
There are many similar technologies, but this is definitely not the first reason why RM can be sold so expensive.
RM is definitely a successful case under marketing, especially to meet the consumption upgrading needs of a generation of rich people, or when too many people can buy PP, they need more recognizable watches, which can quickly divide people. RM, which started at 400,000 or 500,000 yuan, began to become the target.
And since it is a circle culture, its promotion can be concentrated in the designated circle. For example, if you concentrate on making a sports car, after a few people start wearing it, others will follow suit and gradually become a symbol of a circle. In other words, whether you can integrate into this group, RM is a basic admission ticket, which is also commonly known as "the admission ticket for billionaires".
Today, RM is accepted by a group with super spending power and becomes a symbol. The annual output is only a few thousand yuan, and you can eat it for a year when you open it. This is what I'm talking about.
This is a very common problem for watch lovers. Why can richard miller sell so well in a short time and the price is so expensive?
Although Richard Miller is a new star in the whole world of high-end luxury watches, it is very rare that his brand design and craftsmanship have added originality to the world of high-end timepieces.
So what other reasons make it so outstanding that it is labeled as a top luxury watch?
The design of Richard Miller's watch in the future is very innovative. The parts are properly matched, and the design is unified and distinctive, so people can recognize it at a glance. If you want to have a watch that looks futuristic and mechanical, but also has a high-end timepiece function, Richard Miller may be the necessary choice.
Richard Miller's watch is famous for its case made of unique and scarce materials, which are often used in Formula One racing, aerospace and other equipment. Even in industries other than watchmaking, the materials used here are leading technologies. Including titanium, platinum, rose gold, NTPT carbon fiber and other materials. In order to present a more unique watch, richard miller also invested heavily in overall research and development.
Richard miller's watches usually use the most complicated movement in the watch industry. The movements are customized to two high specifications: Walker and APRP. Equipped with tourbillon, rotating cage, escapement, etc. In addition, these movements are made of a series of unique materials, such as titanium alloy mixture. So the cost has gone up.
The other part is that richard miller has spent a lot of energy and financial resources to cooperate with various brands and stars to enhance the brand's influence. We can see all kinds of stars wearing richard miller on TV, which undoubtedly strengthens their brand positioning.
As an emerging brand, it is indeed a miracle that RICHARD MILLE can achieve today's achievements. But it can succeed, naturally there are its reasons:
1. richard miller made bold innovations in the application of new materials and new processes. Since its launch, he has been committed to making breakthroughs in the use of new watchmaking materials. He spent a lot of money on R&D in this respect, and all kinds of black technologies have joined.
2. The design is cool and the eye-catching degree is super high. Anyone who has seen this knows.
3. Promote and play well, and all kinds of traffic superstars in the entertainment and sports circles have been exposed. This is also related to the education and contacts of the brand founder.
4. Due to the consideration of production capacity and marketing strategy, the output of each watch is very scarce.
I am Zou Sanshan, a senior watch lover and media person, and I am committed to providing you with an attitude, depth and temperature watch service. For more watch knowledge, please search the e-book "Zou Sanshan's Tips for Playing Watches". Richard miller watches are known as the real rich second generation standard, with the lowest price of 600,000 yuan in richard miller. This is far from acceptable to most of us. For example, the prices of the above styles in tourbillon are all above 6 million, which is unimaginable for ordinary people. Whether it is high-tech material or responsible movement, it gives people a full sense of machinery, which is beyond the reach of ordinary mechanical watches, and it is reasonable to be expensive. Although Richard has been studying how to sell his watch more expensive, his workmanship has really reached the top level in the world, otherwise no one will pay for its expensive price.
Richard miller is to the watch industry what F 1 is to the automobile industry. What is special is that the design concept, watch material, appearance and performance of each part of the watch are closely related to the precise design of Formula One racing car.
Just like the concept of F 1 racing car, Richard Mille is at the forefront of the watch industry in this respect. Take RM35-0 1 worn by Nadal, the champion of 20 19 French Open, as an example. Its case adopts NTPT? The combination of carbon fiber and grade 5 titanium alloy spline screw, carbon fiber is also the choice of f 1, with high strength, high hardness, light weight and high temperature resistance, which can be described as "expensive" as the only disadvantage. The difficulty of making and polishing such excellent materials for watch parts famous for their fineness can be seen.
Do you think this is the perfect end of richard miller? Don't!
Its movement also uses a combination of carbon fiber and titanium alloy. The movement walking board made of carbon fiber provides good protection for the gear parts of titanium alloy. Titanium alloy is an indispensable metal material in the development of aviation industry because of its high strength, good corrosion resistance and high heat resistance. It should be noted that almost every screw on Richard Mille's watch is made of titanium alloy. In addition, the crown of forged ceramics, sapphire glass, is hardly worth mentioning in richard miller.
The result of luxury materials is hard! Light!
RM 27-0 1, the lightest mechanical watch in history, weighing only 18.83g!
Shock absorption system is the key to automobile comfort, and it also greatly affects the speed of automobile. The same is true of watches. Tourbillon exists to eliminate the influence of gravity on the escape structure of the movement, make the escape mechanism rotate, or eccentric or axial or 180 degrees or 360 degrees, and realize the uniform stress of the escape mechanism at all angles.
Richard miller has gone further on this basis. By optimizing the structural design, the watch can withstand stronger vibration, and RM35-0 1 can withstand 5000 grams of vibration, which is why Nadal can wear richard miller to compete for the championship on the tennis court. The strongest shock absorber, RM 27-03' s tourbillon watch, can withstand 65,438+00,000 g of vibration.
(The picture shows RM67)
Richard Mille's appearance, design concept, manufacturing technology and even price make it a topic maker. In addition, Richard Mille's marketing strategy, which focuses on sports, including tennis, racing, football and basketball, is not special compared with other top watch brands, but the effect is absolutely incomparable with other brands.
The RM 16 series worn by Belgian star Azar at a press conference in Real Madrid is worth about170,000 US dollars.
Canadian rapper Drake wore Richard Miller when the Toronto Raptors won the 20 19 NBA Finals.
and .. / with ..
Richard Mille, as a rookie in the watch industry, has risen so rapidly that his uniqueness is bound to stop there.
I believe you can buy RM and wear it yourself soon. I believe you will have a deeper understanding.
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