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The Rolex Submariner
Despite the assertion that “any attempt to achieve happiness through consumption will ultimately result in misery,” (Real sociology.org, 2016) the primordial urge to possess a Rolex Submariner in me annuls this affirmation. See, at times I accept as true that happiness can be derived by the purchase of the finer things in life. Particularly, it is hard to tell the source and addiction for this piece of accessory. Nevertheless, I consider several factors have influenced my decision to purchase this timepiece starting with a childhood enthusiasm to other factors such as the need to create an impression and perceptions instilled by various watch blogs and consumer reviews.
The Swiss made certification entices effortlessly to any ardent watch lover. The Rolex Sub mariner has the Swiss certification (Rolex Submariner watch – Rolex Swiss luxury watches, 2016). Ever since I was little, I have always loved watches and clocks. My grandfather was a watch collector and instilled the love for fine wristwatches, especially Swiss made in me. The history of this meticulous watch is worth mentioning also. The watch is a resultant of Hans Wilsdorf’s passion for diving and perception that it is water resistant, a quality that makes it convenient for divers (Unwound, 2016).
The Rolex Submariner blue
Particularly on my timepiece, the technology laboured by Rolex is jaw dropping. This has probably made the Rolex Submariner the most purchased luxury watch to date (Unwound, 2016). It has a 3135 movement and a self-winding movement features. Though the watch offers more cosmetics features such as the ability of the self-winding mechanical calibre, being shock resistant, ability to vary to temperature, and the architecture of this piece makes it adorable to acquire (Rolex Submariner watch – Rolex Swiss luxury watches, 2016).
A look at the 3135 self-winding mechanical calibre on the Rolex Sub-mariner Retrieved from https://www.rolex.com/watches/submariner.html
The crown and calibre blog describes the Rolex Submariner as “probably the only diver’s watch you can wear with a tuxedo” (Unwound, 2016). During the weekends when I am not all clad up in suits, I love to dive as a form of relaxation and keeping fit. The beauty of not having to do away with my timepiece and not replacing it on Monday to match with the suit I am wearing makes the purchase worthwhile.
Furze, Savy and Bryme posits that there exists a possibility of the human race defining themselves with the purchase of goods and services. The authors write that despite our different inclinations, tastes, and preferences, we all are good consumers (2011, p.72). To some, spending $8,550 on a watch seems unreasonable. Nonetheless, Bryme and Lie propose that abstraction bleeds in us a strong desire to set ourselves apart from the rest of the crowd. Abstraction creates the need of self-expression to the rest of the world.  To me, a genuine Swiss Made piece does the trick. In other words, the Rolex Sub mariner sets me apart as an adherent believer of the subculture of Swiss made watches, their exclusivity and their uniqueness (Bryme & Lie, 2014, p.47).
The Muhle r89 kit
Muhle portrays itself as a culture aimed at improving the shaving experience. For over 65 years, Muhle has strived to establish itself as a premium-shaving partner by providing shaving frills such as Muhle organic series all under the Muhle shaving kit (Muhleshaving.com, 2016). The Muhle R89 allows one to have an array of accessories such as the Muhle brush. As previously mentioned, I believe in the ability of a purchase to create a brand and abstraction. For Instance, I recently got a Muhle Silvertip Brush that resembles my R89, and to an extent my Rolex Sub mariner. Bryme and Lie observe that the use of a brand to communicate or create a personal identity is called symbolic interactionism. Using a brand such as Muhle, I am passing a message to the world using the brand as a symbol (Akerlof and Kranton, 2010, p.9).
Sociologists would link this to socialization. Bryme and Lie argue that socialization begins after birth. Infants begin to develop self-image upon interacting with others. Bryme and Lie further state that children use language as the first symbol. The fourth stage involves the use of what the authors refer to as the generalized other. By thinking in a complex way, one is able to create a self-image that is primarily based on the society’s opinion. For instance, if cultural standards dictate that one is funny, then one is likely to abide by the cultural standard as a form of self-expression and to create a self-image. The application of these cultural standards continues to influence my purchase. Symbolic interactionism leads to self-fulfilling prophecy. Bryme and Lie argue that a person’s identity is a work in progress and one develops self-conception as one matures. In addition, just like social categories change over time, our identities also change. Therefore, purchases such as my purchase of Muhle express our shifting identities (Bryme and Lie, 2014, p.6).
Source http://www.muehle-shaving.com/en/Shop/SKINCARE/ORGANIC/Care-series/Shaving-cream-from-MUEHLE.html
Germans are known for perfection, and Muhle just proves that the Germans take great care in artisanship and workmanship. My skin is less sensitive and the manufacturers of Muhle seem to have known this by creating a shaving brush using 100% vegan fibres. Consumer opinions play a vital role in influencing what I purchase or not. The Amazon provides a platform where I can easily read what other consumers are saying. Dedicated bloggers offer reviews offer an insight on whether to purchase Muhle products or not. The Shaving emporium is an example of a blog that I highly regard when it comes to making the decisions whether to purchase Muhle’s new products or not. The website generates an independent review based on numerous Amazon reviews or other e-commerce websites (Shaving Emporium, 2017). If a Muhle product has negative reviews, then I find myself not making the purchase. The Muhle set of shaving is not particularly significant in my life.
Muhle products (Source shavingemporium.com)
Apple Watch 2
If there is a consumption object that has a lot of significance in my life, then it is the Apple watch 2. Just like my Rolex Sub-mariner, the Apple watch 2 is also water resistant up to 50 meters, which is of course more than I need. Amongst other smart watches, the watch stands out not only because of the sleek design, but also because of the apple logo.
Apple watch 2: Source (Kelly, 2016)
Before purchasing the watch, the CNN tech review read that consumers finally had a reason to buy a smart watch. In the blog appearing on CNN tech, Kelly notes that the watch is primarily focused on morning fitness. Being a person who hits the gym or decides to jog around the neighbourhood yard, I found the smart watch to be a choice for me. The ceramic version appealed to me as the market was flooded with the aluminium and the stainless models. Kelly further notes that the Apple watch 2 is best suited for fitness as opposed to emails and texts (Kelly, 2016).
According to Kelly, the Apple Watch 2 delivers more than the Fitbit, which has commanded the industry for long. With the primary aim of my purchase attributed to keeping fit as opposed to knowing what time it is, the watch has been of considerable aid to my fitness tradition. My pragmatic experience is further influenced by the practical usage of the brand as opposed to consumer reviews on this particular acquisition. The two, consumer reviews and pragmatic experiences, greatly influence the way I purchase my products. The only delimitation in purchasing the ceramic version at the excess of $1200 is that smart watches require constant replacement owing to fast evolving technology. Traditional wristwatches such as my Rolex Submariner will rarely require replacement. In fact, the Rolex Sub mariner will only appreciate in value, say two years from now to watch collectors, while the Apple watch 2 will be obsolete.
According to Schmit, there are different types of marketing approaches used by marketers to get the consumers to buy their products. Schmit outlines the approaches as strategic experiential modules, feel, think, act and relate. Following Schmit’s reasoning, it would be true to say that feel marketing is widely involved while making my purchase decisions. Feel marketing appeals to a consumer’s inner emotions and feelings linked to a certain brand. In the technological space, strong emotions of joy and pride influence my purchasing decisions nearly every day (Schmit 2011, p.15).
Varieties of Apple watch 2(Source http://www.apple.com/apple-watch-series-2/ Inc, 2017)
Reference list
Akerlof, G. A., & Kranton, R. E. 2010. Identity economics: how our identities shape our work, wages, and well-being. Princeton, Princeton University Press. http://www.books24x7.com/marc.asp?bookid=36695.
Apple watch series 2., 2017. Available at: http://www.apple.com/apple-watch-series-2/ (Accessed: 25 February 2017).
Brym, R. J. &  Lie, J., 2014. SOC+.  Toronto: Nelson College Indigenous.
Furze, B., & Furze, B., 2012. Sociology in today’s world. South Melbourne, Vic, Cengage Learning Australia.
Kelly, S.M. 2016.  Apple watch 2 review: There’s finally a reason to buy a smartwatch. Available at: http://money.cnn.com/2016/09/17/technology/apple-watch-series-2-review/ (Accessed: 25 February 2017).
Muehle shaving, 2016.   Available at: http://www.muehle-shaving.com/en/Shop/SKINCARE/ORGANIC/Care-series/Shaving-cream-from-MUEHLE.html (Accessed: 25 February 2017).
Realsociology, 2016. Available at: http://realsociology.edublogs.org/tag/social-theory/ (Accessed: 25 February 2017).
Rolex S. A. 2016.. A selection of projects submitted to the Rolex Awards for enterprise Rolex Submariner watch – Rolex Swiss luxury watches. Available at: https://www.rolex.com/watches/submariner.html (Accessed: 25 February 2017).
Shaving Emporium UK home of shaving product reviews and information (2017). Available at: http://shavingemporium.co.uk/muhle-synthetic-silvertip/ (Accessed: 25 February 2017).
Unwound, 2016. The Rolex Submariner | crown & caliber Blog. Available at: https://blog.crownandcaliber.com/rolex-submariner-profile/ (Accessed: 25 February 2017).

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