Michael Jordan is a fan of watches, so much so that he has multiple timepieces worth well over thousands of Dollars. We recently talked about a timepiece, which was worth more than $72,000. And just a few days ago, he debuted a watchmaker’s newest $60,000 timepiece.
Of course, this is nothing new, MJ has access to all of the world’s horologists and they would be honored if he wore their brand. The name itself is worth a lot. And for Michael to wear your watch and step out in public, does more for marketing than any campaign.
But this one is a little different. Because it isn’t just a watch we are talking about. The brand itself, which falls under the umbrella of “Watchbox”, a global luxury watch program, is in Jordan’s investment portfolio.
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Michael Jordan sports De Bethune’s newest limited edition creation for $60,000
The watch on Jordan’s wrist is one that pays homage to motorsport, in particular the Lotus Formula 1 team. Dressed in a black case and with gold accents, it is a stunning timepiece.
It features an automatic movement with a 60-hour power reserve. The watch uses technology that keeps it lightweight and is available for purchase for a cool $60,000.
Also, the watch is limited to only 25 pieces, and each case is marked with a number. Can you take a guess which one MJ took?
No. 23 out of 25, of course!
Why did MJ wear it for their debut? The De Bethune house is under Watchbox, which is also a part of the Billionaire investor’s portfolio.
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MJ’s investment is in a 20-year-old Swiss watchmaker
Well, that may be a slight exaggeration. Jordan’s investment is directly in the Watchbox collective, a group that handles luxury watchmakers. And among them is a revered brand like De Bethune.
Swiss horologists have been in the business for over 20 years and make timepieces that are unique. They only have 30 employees and make watches that are highly specialized. They also use movements and techniques that come straight from 18th-century watchmakers.
A billionaire like MJ would know exactly where to park his money. In a niche market like this and with the rising number of rich individuals, it is only a matter of time before it pays dividends.
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