Luxury brands should return to luxury attitude, in this impetuous era, I wish to keep a "love old." We first understand the positioning of the three brands under their own: the BMW strong sense of driving, new money will first consider the thrill of driving alone; Mercedes-Benz rear seat spacious and comfortable, is undoubtedly the old money in the busy business rush to rest in the first choice; The selection of Audi is probably the national conditions need it. In this a bit puzzled, the brand positioning itself and the public's psychological positioning why so misplaced? In fact, the problem is not the car itself, but rather to distinguish between market users, the purchase of the crowd's behavior for the abduction of the brand image of its brand Produced a "negative bonus", which also shows that: the market absolutely have the ability to change your brand positioning. Watch, for the vast majority of people, computing luxury. This much larger value of its own function of small objects, more as a piece of accessories. In Western political philosophy, to evaluate the progress of a society depends on whether it has abandoned functionalism and achieved spiritualism. As of today, some people still can not understand the behavior of wearing a watch on a mobile phone. Therefore, the concept of this part of people's watch still stays in functionalism. There is an argument in psychology that emotion is the greatest binding force of mankind itself. The interpretation of the watch is no exception, I think, a person to buy watches is based on his emotions, or he needs accurate time to complete other things entrusted to others, or as usual clothing mix. In this regard, the emotional value of watches plays a decisive role. But in the cold metal objects and accessories to communicate between the emotions, it is handmade. The patience and dexterity represented by handicrafts, when the dexterous craftsmen pin their entire intelligence and emotions on the icy metal blocks in their hands, work out their own unique skills in the best of their imagination Pierre, and accessories for the emotional pursuit of this craft culture must be connected with the watchmaker. Nowadays, there are only a handful of brands that can be truly made. A quote from Jean Cocteau, the great French art writer: "The decline of handicraft derives from the worship of speed and production. The Swiss Armand Nicolet brand was born in Tramelan, Switzerland in 1884 and is surrounded by mountains in a harsh climate. At that time, local farmers often learned a craft as a way of filling their long winter to increase their meager income. Since then, many people will go to the neighboring French watchmakers to apply for the production of movement parts before closing their doors in winter. Initially, the family handicrafts, belonging to the local peasant sideline nature, became one of a handful of independent handicrafts families through technological exchanges and accumulation and their gradual gradual departure from agriculture. The Armand Nicolet family was one of them. It is often curious that Western industrial civilization can open the tightly closed gates of the Qing court not far but in neighboring Swiss watchmakers. This is consistent with the watchmaker's moral values ​​are inseparable from Switzerland's Armand Nicolet (Armand Nicolet) brand has continued. Mr. Armand Nicolet, the founder of the Swiss Imada brand, used to have a tabulation saying: "hand-made watches are warm and the machines are cold and stiff." So far, (Armand Nicolet) family must adhere to the tabulation of "family training." Front said: "The market is absolutely capable of changing your brand positioning." The head of the Swiss AMIDA brand is now convinced that with practical handcrafts, low-key brand awareness, to set off the emotions and accessories, not flattering in the market, leaving all the accessories themselves, Only need to do their own table OK. As a watch lover, I have to admire this return to the original simplicity, intentions on the product rather than packaging. Exuberance is the first human standard in the world to measure the value of a thing, and even if you make the perfect thing, it is no longer valuable for everyone to own. Today's list of the Swiss Airmax, abide by another belief is: limited. Dare to imagine the ladies carrying Hermes birkin bags, and then someone spent several hundred thousand dollars, line up at least two years of buying behavior? Amy Da table in the control output to make a fuss about the use of antique movement in the year, the production of the movement and the watch in the limited number of qualifying will be marked on the dial. Amy Da brand in the collection of multi-functional complex antique movement on the basis of the original, and made processing, grinding, adjusting, plus gooseneck fine-tuning, making it more excellent and stable, and these complicated process all watchmaking division Use manual to complete. And, these antique movement by the number of surviving to determine the watch limited value. With the change of watch history, the unique charm and technical value presented on the antique movement are also precious. This is why the limited edition of the Amy Da series of great success. I hope in this cold machinery industrialization rapids, the Swiss brand Le Meridien alone can stand in an isolated island! A good thing, once it is mass-produced, becomes a product that loses its human touch. Is not it?