Fine, if you want to get into semantics, the point I am trying to make is that it is the qualities and nature of the watches that contribute to the market segmentation of brands. Take for example Montblanc, Arnold & Son and Hublot for example. They’ve all invested in exotic movements, technologies and materials in their efforts to move upmarket.Actually, no. Watches don't create anything, neither do brands.
- Watches are watchmakers' creations.
- Brands are intellectual property of the firms that own them.
Firms (their employees &/or owners) make/create watches and brands.
Sure marketing and promotional initiative in support of brands do this as well, but there’s a limit. Montblanc wasn’t going to get much further upmarket with its early Timewalker models that were based on ETA movements, steel cases and few complications, regardless of how strong their brand was.
So in the chicken or egg argument of brand vs product, I’m on the product side. If overnight Timex makes a hand finished grande complication designed in house with a platinum case and starts making all their watches that way, they will be high end. If Patek switches to plastic parts and cheap outsourced quartz movements they will be entry level. Consumers’ perception will gradually change as the brand capital drains from one and builds in the other.