(This is reproduced from the posting I made on my Facebook Page on 19th August 2026.)

Ever walked into a high-end watch or luxury handbag boutique and been told the display piece isn’t actually for sale?

That’s the game these luxury malls play. Popular models are never in stock – because scarcity is the strategy. The less likely you can have it, the more you want it.

I’ve been told to join a waiting list for a Audemars Piguet watch model, and the list never seems to move. Or to first “build a relationship” by buying models nobody wants, just to earn a spot in their database. Women chasing certain designer bags face the same wait – sometimes years – or pay double the retail price to buy from resellers instead.

It’s brilliant, really. And ruthless. And that’s coming from me, someone who believes he has built his business group entirely on creating value, providing solutions and very importantly, controlling the narrative.

These lavish brands already run on massive margins. I read that many components are made on the cheap in China, then assembled and rebranded in Europe. Mall rent is pocket change next to the hundreds of millions spent on advertising every month.

In the end, for these multi-billion dollar conglomerates, luxury isn’t selling inventory. They’re selling aspiration. And love it or hate it, it’s an awesome marketing strategy.