The reasoning behind that decision – which was then quite controversial in the industry – was that we received so many requests as to the authenticity and pricing of Linde Werdelin pre-owned watches customers were considering buying from private sellers or third party pre-owned platforms.

We also felt that our business was evolving into being more customer-centric and that instead of just focusing on selling new watches to new customers we wanted to serve new and existing customers more completely – by being involved throughout their journey with a Linde Werdelin – even when selling it.

Spidospeed Linde Werdelin pre-owned watch

We did an analysis of historical Linde Werdelin pre-owned prices and we found that the market was generally healthy – with some of the older pieces selling for significantly more than they were sold at originally. Many series we never see, which is also a good sign.

We have always limited the production of our series – trying to make 1 less than the demand – but with wholesale that was difficult as you naturally have to have layers of stock in production, at distributor and retailer level, in effect making three watches to sell one; now with direct and made to order we can manage it 100% and that gives us assurance that the second hand market is and stays healthy.

More generally, the growth and acceptance of the pre-owned market partly came about because of disproportionate prices for new pieces when compared to pre-owned. The high prices were caused by too much inbuilt cost in the chain between production and end consumer as well as an overvalued Swiss Franc.

The other and maybe more important factor has been the growth of on and offline pre-owned players supported by an increasing view that pre-owned is accepted and indeed encouraged by end consumers. We all know of the growing interest in historical pieces from some major brands.

An example of a Linde Werdelin pre-owned Double Date Oktopus titanium blue watch

All this is part of a bigger global trend towards value vs. price and sustainability e.g., vintage vs. new.

3.5 years later with resale platforms, a pivot towards vintage, rental of fashion and sustainability ever present, it seems to be such an evident thing to do and I believe all brands will have to do it.

It can only reassure customers that a brand is being managed in an economically healthy and sustainable fashion.

In Linde Werdelin Pre-Owned we assess the market price for each watch and offer authenticity plus 12 months guarantee and if needed a complete service. It saves time for the customer selling and gives the buyer assurance and comfort as to authenticity and quality, and they can always come back to us in future, whereas other sellers can disappear.

Linde Werdelin pre-owned Oktopus moon tattoo vintage watch
Linde Werdelin pre-owned Oktopus moonlite watch
Linde Werdelin pre-owned founders Biformeter black dial vintage watch

By leading in Linde Werdelin pre-owned, we have taken responsibility for all the watches we have ever made (about 5,000) since we started in 2006, and I think our clients deserve that.

It is also an opportunity for a maybe slightly younger customer with a more limited budget to enter into the LW universe.

A version of this article first appeared in WatchPro Sept. 2019