The super rich don’t enjoy looking like suckers or overpaying for what they buy, that attitude is one reason why they were able to accumulate all of that wealth to begin with. So yes, $10,000 doesn’t objectively matter to a person worth tens or hundreds of millions of dollars. But that same person will not like buying a Pepsi or Batman for $10-$20K over grey market and being called a sucker by his friends. And once he finds out that he overpaid that much he’ll wonder whether he can trust other Phillips prices. Yes, I understand Phillips being able to command a premium when they are able to source rare and unique pieces, but the prices of commodity watches don’t make sense.
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