Luxury brands should never try to scale because being abundant is the only way to reach more people.
But when everyone starts buying your products, do you think the people who buy them to show off will still see them as a luxury worth owning?
1. Take the Continuum Club in Greenwich Village, New York is limited to just 250 members, and that exclusivity is what makes it desirable.
2. The same goes for Patek Philippe, which maintains a low production volume of around 62,000 watches annually.
By working only with authorized dealers, controlling distribution, and even employing waiting lists for models like the Nautilus and Aquanaut, Patek reinforces scarcity and protects its luxury status.
Seth Godin ” Luxury goods are unnecessarily expensive and their high prices are not related to their performance, but instead to scarcity, storytelling, and the brand itself.”