#breitling

Ding dong, fake luxury is dead. I should be more specific — I don’t mean Fake Luxury in the Caddy-Calais-vs-Ninety-Eight-Regency sense. I mean just plain old fake luxury. You know what fake luxury is. Invicta watches, Michael Kors suits, everything you could possibly buy at the Pottery Barn or in most American malls. Mass-produced sweatshop junk gilded and pimped for the administrative assistant nervously considering how to spend a $250 Christmas bonus.

Real luxury is on a roll everywhere from Savile Row to Maranello, swept away on a wave of Gilded Age cash and the ever-increasing leverage power of capital, but fake luxury is in a tailspin. Patek and Vacheron will thrive, Rolex will hold steady, Breitling will collapse. Airlines are feverishly revamping their widebodies into “super-high-J” configurations, replacing rows of packed prole seats with sleeper beds and sliding-door suites. It’s a good time to be a private jet pilot, a good time to be an UberPool driver, hell on earth to be anything in between.

Two weeks ago I told you about the Chinese Volvo S90, the Volvo S90 that is built in China. It’s the equivalent of a department store suit “designed in Sweden” but constructed by the lowest bidder. I told readers on my site that the market would adjust for this, that the price of Chinese Volvos would quickly drop into the basement while Swedish Volvos stayed strong.

I was right, young Skywalker… about a great many things.