Asians Are More Likely to Buy Fancy Watches Than Americans, According to Jean-Claude Biver

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Photo: Fabrice Coffrini/Getty

Hublot CEO Jean-Claude Biver says that Asians appreciate expensive, fancy watches much more than Americans do. “In Asia they use the watch to communicate personality. They tell you who you are. Are you elegant? Are you discreet? Are you low-profile? Are you powerful? Are you arrogant? All these things can be communicated through the watch … and the Asians have understood this. [For example,] out of 100 Asians who can afford a $100,000 watch, 99 will buy it … out of 100 Americans who can afford a $100,000 watch, 20 will buy it.” [WWD]