I never buy a watch thinking about how much it is going to be worth in six months’ time. He explained, “Yes, but that’s never the objective. That’s the way I’ve always collected.” Santa Laura has, of course, since proven himself to be remarkably prescient, as almost every single timepiece he selected has become hugely desirable years later. ![]() ![]() When I first bought the Leopard Daytona, everyone thought I was crazy, but I didn’t care - I loved the creativity and use of color in this watch. He recalled with a laugh, “They actually thanked me for buying it. Indeed, when he bought his first Rainbow Daytona, the watches were hugely unpopular. And he has always bought based on passion, courage and his innate capacity to discern beauty. He intentionally eschewed the investment algorithms and chasing of hype watches that has changed watch collecting from a nice hobby to a global phenomenon. And while every one of these watches has proven to be staggeringly epic investments, he has assembled his collection by militating against the idea of watches as an asset class. On a visit to his house, I marveled at his collection, which ranged from Rainbow Daytonas, Journe, De Bethune, Vianney Halter and Max Büsser, to name just a few. ![]() I love Santa Laura because he collects watches with his heart.
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