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Notes -
Rolex doesn’t sell that many watches, on purpose (and in their specific case deliberately under supplies their most in demand models). The largest retailers in America are all low-margin, high volume.
Low-margin wins because you don’t deposit percentages in the bank, you deposit money. Costco is the largest and most-profitable wine seller in America because of their inexpensive white label offerings. “Yeah, we made a dollar a bottle on our $7 Argentinan Malbec. But we sold two million bottles last year.” Kermit Lynch doesn’t have similar income. The scale of low-margin business is tremendous.
Rolex may not produce many watches but the watches are expensive and this is why it results in ~ 2-3 billion in annual sales in America. Tariff it. I know a family who imports them, they live lavishly. Now consider there are hundreds of other brands that the wealthy obsessed over, and we ought to tariff them all, and give proceeds to middle class. Same with wine. Okay, a 30% increase on $7 wine doesn’t matter, but it begins to matter in the fine wine market and in clubs and so on.
Wine I know a fair amount about and at the highest end it doesn’t matter that much. Mouton Rothschild won’t have any trouble selling their next vintage, they’ll just send more of it to the rest of the EU, Asia (and very, very quietly as always) the gulf oil states. Neither will any luxury brand selling conspicuous consumption from Champagne, Burgundy, Bordeaux, Tuscany or the Piedmont. The American rich here will pivot a bit and pick up some of the slack on the decreased sales that will hit Nappa and the Willamette downstream of the trade war. RIP the middle class prices for Eola-Amity Pinot Noir, as the vineyards are younger and word hasn’t reached foreign markets.
You mentioned cutlery. We’re upper middle class. We already have Wüsthof for our kitchen and Zwilling for our table, and we’re done for life. No tariff on dropping them off for sharpening. The same for our Le Crueset and Staub cookware. Clean any carbon deposits on the enamel with baking soda, keep the cast iron properly seasoned, and we’re set until we die.
Tariffs are a consumption tax, pain is relative, retail consumption accounts for a larger percentage of working and middle class income, and the working class buys cheap crap they need to replace on the regular.
There’s no tariff on first and second mortgages; country club, dining club and town club memberships; summer homes; private school tuition; season tickets to sports and the arts; and vacations.
And all of this is moot since as of yet none of the tariffs are targeted.
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