Why People Are Selling Their Cars to Buy a De Bethune Watch

Why luxury buyers are trading cars for De Bethune watches, valuing timeless craftsmanship over traditional status symbols.

In an era where personal expression and unique craftsmanship are highly valued, a fascinating trend has emerged: individuals are selling their cars to acquire De Bethune watches. This shift underscores a deeper cultural movement that prioritizes timeless artistry and individuality over conventional status symbols like automobiles.​

The Allure of De Bethune Watches

Craftsmanship and Innovation

Founded in 2002, De Bethune has rapidly ascended in the horological world, renowned for its fusion of traditional watchmaking techniques with avant-garde design. Each timepiece is a testament to meticulous craftsmanship, often featuring innovations like the spherical moon phase display and the use of rare materials such as blued titanium. The brand’s commitment to excellence is evident in its limited production—only about 150 to 250 watches are made annually—ensuring exclusivity and attention to detail .

A Symbol of Individuality

In a market saturated with mass-produced luxury items, De Bethune stands out by offering unique, handcrafted watches that resonate with connoisseurs seeking individuality. The brand’s distinctive designs, such as the celestial-themed DB25 Starry Varius, allow wearers to express their personal style and appreciation for horological art.​

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Economic Considerations: Value Over Time

Investment Potential

While luxury cars often depreciate rapidly, certain De Bethune models have demonstrated strong value retention and even appreciation. For instance, the De Bethune DB28 Kind of Blue Tourbillon sold for $190,500 in December 2023, surpassing its high estimate of $160,000 . This trend indicates that, beyond their aesthetic appeal, De Bethune watches can serve as viable investment pieces.​

Market Demand

The limited availability of De Bethune watches contributes to their desirability and potential for value appreciation. Collectors and enthusiasts often face waiting lists, and the secondary market reflects this demand with prices that sometimes exceed original retail values.​

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Cultural Shift: Redefining Status Symbols

The traditional markers of success, such as owning luxury vehicles, are being re-evaluated. Today’s consumers, especially younger generations, are gravitating towards items that offer uniqueness, craftsmanship, and personal significance. De Bethune watches encapsulate these qualities, making them appealing alternatives to conventional luxury goods.​

Celebrity Influence and Media Exposure

High-profile individuals have played a role in elevating De Bethune’s status. For example, Meta CEO Mark Zuckerberg was seen wearing the De Bethune DB25 Starry Varius, a watch valued between $90,000 and $95,700 . Such endorsements amplify the brand’s visibility and desirability among luxury consumers.​https://www.businessinsider.com/mark-zuckerberg-starry-watch-another-step-up-in-style-game-2024-9?

The decision to sell a car to purchase a De Bethune watch reflects a broader transformation in consumer values. As individuals seek products that offer exclusivity, craftsmanship, and potential for appreciation, De Bethune watches emerge as compelling alternatives to traditional luxury items. This trend underscores a cultural shift towards valuing enduring artistry over transient status symbols.