And with some brand-devotees it's an obsession.

As an example, I have an 'old' Breitling chronograph wristwatch with a classic Swiss high-grade mechanical movement. I also have less traditional, quite funky Avia chronograph, of the same age, with the all same functions, but a different dial and case design. Of course, Breitling is a highly valued 'collectable' brand; Avia is not.

The watches are constructed to the same high standards and perform identically. Inside, they have exactly the same expensive Valjoux 7740 movement (which is a small engineering wonder), made in the same factory by the same work-force but with final watch assembly done in different places for the respective brands.

Obsessive collectors would have me believe that the Avia watch was wrought out rocks and assembled by ham-fisted dwarves in a dank candle-lit cavern, while the Breitling was made from crystallised angels' tears and assembled by fairies in a magic grotto. Of course, they must be right, otherwise why would there be hundreds of pounds difference in the value of these watches?

Such is the power of marketing - and such is the gullibility, nay self-delusion, of many consumers.

.T.