Why do some Brands lose so much money compaired to new price

[willy]

Why is it that certain brands lose a lot of money compaired to new price? Many brands that make good watches just cannot hold their prices on the used market.Is it because of their image their service or something else? It would be intresting to read what members of this site mean.
I think it has something to do with image tradition and last but not least what is inside the watch.Many of these brands are a fantastic used buy if you intend to keep the watch.But some brands are just hard to sell and i think unfairly so even when they have lost a lot of money.Yes you can buy them for a very good used price but they are still hard to sell again.I think it has got a lot to do with the original new price.These brands are selling their watches at prices they are simply not worth to begin with.Let us take one example a GP Sea hawk costs more new than a Rolex Deep Sea.GP do not have the image or marketing name that compairs to Rolex.So is the Hawk a better watch or what? Or is it overpriced? Maybe it has got something to do with production and development costs.I think it is the fact that we pay through the nose for development cost with smaller brands and we rarely see that money again.Remember a seller will always tell you the truth most of the time because he wants to see you again.But it is what the seller does not tell you that you have to research yourself.And believe it or not there are many brands that dealers will simply not deal in. Willy