Companies such as Richard Mille, Rolex, Rolls Royce and many more don’t show the price of their products on their websites. I understand that luxury is something that most people can’t afford, and for those who can afford it, usually the price tag does not matter. I just find it interesting that some brands like Louis Vuitton, Gucci, and Polo Ralph Lauren show their prices on their websites, while other luxury brands don’t. Is there a psychology behind this or are there brands just trying to lure in customers who are actually capable purchasing their products?
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It varies.
Sometimes it’s because a company is doing bespoke or custom work. Since each job is different, they will sit down and negotiate a price based on the client’s requirement.
Other times, the piece isn’t completely custom but it’s not economical to hold every possible combination of options in stock. So when they get an enquiry, they will look at the costs to produce it at that point and base their current price on that.
Other firms won’t sell directly but instead work through local agents (car dealers, for example), especially if there’s an anticipated need for after-sale support.
And yes, some are undoubtedly playing on the “If you have to ask, you can’t afford it” mystique.
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