Yesterday, a friend and I were talking about the market for rental apartments, in the major US cities, post-COVID. Lots of units are empty, as residents flee the cities. On the question of why some landlords / property owners won't just lease out units at lower prices, my friend said, "Some people just can't come to terms with the fact that they have suffered losses". They will keep the apartment at a rate of $3,000 per month, rather than lowering the rent to $2,200, and taking the paper loss.

So too, when we see a dealer holding on to an Autavia with the $25,000 price tag, when the market has taken that particular watch to $15,000 . . . they just won't take the loss and move on.

Jeff

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: I agree with your thoughts Jeff. Having recently started collecting
: Heuers I too have been struggling with pricing and value. Some
: experienced Heuer collectors have been really helpful in giving
: advice. The best has probably been not to rush into a purchase.
: Most of the pieces we early collectors will look for aren't very
: rare and it is worth watching the market and waiting for the
: right piece at the right time to appear. It becomes far more
: difficult when looking for the truly rare pieces. That said the
: experienced Heuer dealers add value if they identify and fully
: correct watch in great condition and we should expect to pay for
: that service. It can't be easy being a dealer in the current
: market. Good luck to Mr Adair and enjoy your Heuers!