How Richard Mille Built a Billion-Dollar Brand From Scratch
Richard Mille watches can cost over $1 million and survive 14,000 Gs of force. Today's newsletter explains how the brand used scarcity and elite athletes to outperform Rolex and Patek Philippe.
When I was in Austin, Texas, last year for the Formula 1 race, I had dinner with an executive from one of the world’s most successful luxury car companies. We talked about many different topics, but at one point, he made an offhand comment that I often think about. He said that Richard Mille is one of the only non-heritage luxury car or watch manufactur…