Let’s take a moment to delve into the intriguing world of limited edition watches. The question at hand: should these be considered limited editions? It’s a topic that warrants some thought. Take the SBGJ275, for instance. It’s a stunning piece, with a dial that could be considered a work of art. But with a production run of 2,000 pieces, can we truly label it as “limited”?

That’s a hefty $15 million worth of timepieces, which doesn’t exactly scream exclusivity. The term “limited edition” carries a certain cachet, a promise of rarity and uniqueness. But when the numbers run into the thousands, the term begins to lose its luster. It’s akin to calling a forest a “limited collection of trees” – technically true, but not quite capturing the essence of what a limited edition should be. In other industries, products sell out regularly, and it’s accepted as part of the game. So, what does this trend of large “limited” editions say?

Is it a reflection of the brand’s strategy or a response to customer demand? It’s a complex interplay that’s hard to decipher. Brands might be wary of a backlash if a product sells out unexpectedly. But isn’t that the very nature of a limited edition? The thrill of the chase, the satisfaction of acquiring something truly rare – these are the hallmarks of a limited edition.

As we look forward to the new releases scheduled for September and October, here’s a piece of advice: if you find yourself captivated by these timepieces, don’t hesitate. Whether or not we agree on the definition of “limited”, the fact remains that these watches won’t be around forever. So if you’re drawn to them, seize the opportunity when it presents itself.

ByJohn Biggs

John lives in Brooklyn and has loved watches since he got his first Swatch Irony automatic in 1998. He is the editor of WristWatchReview.