Founded in 1904, Oris SA, simply known as Oris, is a Swiss manufacturer of mechanical watches based in Hölstein, Switzerland. The company produces and sells approximately 40,000 watches per year. Founded by Paul Cattin and Georges Christian, the duo names the company Oris which is derived from the Latin word ‘hora’, meaning hour.
Since Oris’ inception, the company has always been known for its highly innovative and functional timepieces. While Oris may not the same level of recognition as some of the other Swiss watch brands to the eyes of the public, it has definitely made a name for itself in the industry.
But is Oris considered a luxury brand? Let’s check it out!
Is Oris A Luxury Brand?
Oris is definitely a luxury brand. Thanks to its innovative designs, quality craftsmanship, and unique red rotor, Oris has established itself as a premier Swiss watchmaker. That being said, each timepiece sold by the brand definitely comes with a price that is only affordable to those with a luxury lifestyle.
1. The Company’s History
There’s no doubt that Oris’ history has made an impact that reflects the high price of each watch that it sells. Founded in 1904, Oris has over 100 years of experience and expertise in the watchmaking industry. The company gained respect by fellow companies for its highly innovative and functional timepieces, which is evident in each model that they release.
Furthermore, since its inception, it has remained faithful to its roots by always producing Swiss Made mechanical watches with real-world functions.
2. The Unique Red Rotor
One of the most notable features of Oris watches is their unique red rotor, which is a registered trademark of the brand. This helps the brand to be more distinguishable, unique, and easily recognizable. The red rotor was introduced in 2002 and symbolizes Oris’s philosophy: to produce high-quality, Swiss Made mechanical watches with real-world functions at accessible prices.
While the red rotor is a relatively new addition to Oris watches, it has definitely become one of the most iconic features of the brand. Thanks to this, Oris has been able to solidify its place as a luxury watchmaker.
3. It Offers Exclusivity
You can’t find an Oris watch that easily in every watch store or department store that you can think of. In order for you to buy an Oris timepiece, you’ll have to find an authorized dealer of the brand. This helps to ensure that only those who are truly interested in purchasing an Oris watch will be able to do so.
This exclusivity is one of the things that luxury brands offer and it is definitely something that Oris has. Thanks to this, the brand is able to maintain its image and reputation as a luxury watchmaker.
4. The Price of an Oris Watch
Of course, one of the most important factors that determine whether or not a brand is considered a luxury is its price point. And when it comes to Oris watches, there’s no doubt that they are priced at a premium.
For example, the Oris Aquis Date Calibre 400 is one of the brand’s most popular timepieces. It has a retail price of CHF3,300 (approximately $3,300), which is definitely not something that everyone can afford. That said, this price tag is justified by the quality and craftsmanship of the watch.
5. Manufactured In Switzerland
All Oris watches are manufactured in Switzerland, which is known for producing high-quality timepieces. This is one of the main reasons why the brand is able to command such a high price for its watches.
In order to be able to use the “Swiss Made” label, a watch must meet certain criteria. For example, at least 60% of the watch’s components must be manufactured in Switzerland. Additionally, the watch must also be assembled and tested in Switzerland.
Thanks to these strict standards, Swiss-made watches are highly sought-after by collectors and enthusiasts alike. And since Oris adheres to these standards, it is definitely considered a luxury brand.
6. It Does Not Heavily Rely On Modern Marketing
In today’s day and age, a lot of brands heavily rely on modern marketing techniques in order to sell their products. However, this is not the case for Oris.
The brand does not use aggressive marketing tactics or celebrity endorsements. Instead, it relies on its high-quality timepieces and its rich history to market itself. Thanks to this, Oris is able to maintain a certain level of sophistication and exclusivity.
7. The Target Market of Oris
Oris is a luxury brand that is targeted toward those who are looking for high-quality, Swiss-made watches. The brand’s timepieces are definitely not meant for everyone and they are priced accordingly.
Its watches are mainly for the upper-class market, and people who are willing to spend more than $1,000 for a piece of a wristwatch. And, in reality, not everyone is willing or able to do that.
That said, the brand is specific to which class category of people it is marketed to. And this helps to solidify its status as a luxury brand.
Does Oris Hold Value?
In general, Oris watches are known to hold their value in some capacity. This is thanks to the brand’s reputation as a luxury watchmaker. However, it will all depend on the design, rarity, and condition of the watch.
While there are some models that depreciate in value pretty quickly, there are also those that appreciate over time. For example, the Oris Big Crown Pointer Date released in 1938 is a vintage watch that is highly sought-after by collectors. This is due to its design, rarity, and of course, its association with the Oris brand.
On the other hand, it must be considered that watches’ value depreciates also time due to wear and tear. So, if you’re looking to purchase an Oris watch as an investment, be sure to take good care of it. In reality, it is rare for watches that don’t work anymore to have a high value in the market.
Frequently Asked Question
Are Oris watches Swiss made?
Yes, Oris guarantees that all of its watches are Swiss-made and quality controlled to the highest standards throughout the manufacturing process.
What are Oris watches known for?
Oris is known for its high-quality, Swiss-made watches. Thus, its pilot watches stand out due to its huge collection of aviation watches. This is known as the Big Brown and has many series and collections within it.