Pourquoi payer plus ?

PRINCETON – Lorsque le Premier ministre polonais Radosław Sikorski s’est rendu en Ukraine pour des discussions le mois dernier, son homologue ukrainien aurait ri de lui parce qu’il portait une montre à quartz de fabrication japonaise qui ne coute que 165 dollars. Un journal ukrainien a fait état des préférences des ministres ukrainiens, dont un certain nombre portent des montres à plus de 30 000 dollars. Un membre communiste de la Rada, le parlement ukrainien, était montré avec une montre de plus de 6 000 dollars au poignet.

Ce rire aurait du s’adresser à l’autre partie. Ne vous moqueriez-vous pas (en privé, peut-être, pour ne pas être impoli) de quelqu’un qui paierait 200 fois plus que vous un produit d’une qualité finalement inférieure ? 

C’est ce que les Ukrainiens ont fait. Ils auraient pu acheter des montres à quartz précises, légères et sans entretien, capables de fonctionner pendant cinq ans de manière fiable sans avoir à être secouées ou remontées. Ils ont payé bien plus cher pour des montres imposantes qui peuvent perdre jusqu’à quelques minutes chaque mois, et qui s’arrêteront si vous oubliez de les remonter pendant un jour ou deux (si elles sont dotées d’un mécanisme automatique, elles s’arrêteront si on ne les secoue pas). En outre, les montres à quartz sont aussi dotées de fonctions alarme, chronomètre, et minuteur que les autres montres n’ont pas ; ou si elles les possèdent, elle ne font que gâcher leur design, sont souvent difficiles à lire, et finalement ne servent qu’à rivaliser avec la concurrence.

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