Redefining Luxury

We need to redefine luxury in our time. It's not about price. It's about quality.

In a world of mediocre stuff, made too often by people who really don't care, and of services that are offered, and barely, on automatic pilot, real quality produced by passionate people has become a rarity. I think it's become a luxury. The chairman of the philosophy department at Notre Dame, long ago, who went on to be the Dean of Arts and Letters at NYU, once told me about a friend of his who said, "I'll never be able to afford the best car in the world, but I can afford the best fountain pen." He wanted an experience of rare, top quality. And he got it.

I've had a couple of nice long rides in a new Rolls Royce. Ok, I get it. It was nice. But I like my Audi A8L just as much. It's eight years old and still surrounds me in luxury. It looks like, and performs like, it was made by people who care. Plus, my local Audi dealership, Audi Cape Fear, really cares. Their top notch service is a luxury. Thanks to AJ. Aliah, the owner, who shows everyone there how to care, and insists on the highest customer service, which is a true luxury in our time.

I've written here before, a couple of times, about Peter and Aletta Stas, founders of the Swiss watch maker Frederique Constant. Go look at their amazing creations. They've been a great example to me. Their motto is "accessible luxury." People often think of that as a paradox. Isn't luxury inherently inaccessible, because of price? When you define luxury in terms of exorbitant cost, of course it is. But that's an inappropriate definition. Our English word 'luxury' comes from Latin roots, and a word that long ago meant, in its time, excess, extravagance, profusion, or delicacy. In old French, it developed connotations of the sensual. But it never meant the unaffordable or inaccessible. A luxury item was one that went beyond the norm. It was somehow an extravagance, even a delicacy, involving an excess of attention and care and quality, beyond the norm. And that's still what it should mean, today. A luxury doesn't have to be available only to multi-millionaires, or billionaires.

We can extend to other people small luxuries all the time, if we really care, and want to go beyond the norm. Even larger luxuries can be provided, without a exorbitant cost.

In a season of gift giving, consider the ultimate luxury: A gift of your time and attention and care, delicately and extravagantly delivered with an exquisite consideration for the needs, wants, and concerns of the recipient. That, like a meticulously crafted and beautiful Frederique Constant watch, is an accessible luxury of great value.

Making The Wonderful Accessible

I've blogged a couple of times about one of my favorite companies, Frederique Constant, a remarkable maker of fine watches in Geneva, Switzerland. Their distinctiveness is what they call "Accessible Luxury" and their slogan is "Live Your Passion." In discovering more about their history and brand, I came to realize that their distinctive approach to watches parallels my own approach to wisdom. Since I left a great university position nearly twenty years ago to spread ancient wisdom across the culture and globe, I've actually been focused on what you could call "Accessible Wisdom" - not wisdom that you need a PhD to understand, or years of study in distinguished libraries to acquire, but deep and practical insight of the highest order that applies to the challenges of everyday life, and answers the questions that we all inevitably ask.

Peter and Aletta Stas, the founders of Frederique Constant, were lovers of fine watches in their early years together, and wanted to find a way to put such a luxury within the reach of more people. They understood that luxury is not at its core about inaccessibility, or elitist cost, but rather that it essentially embodies such qualities as great beauty, excellence, high functionality, comfort, and ease. With the right focus and tremendous ingenuity, they've been able to live their passion and realize their dream of including more people within the realm of high end luxury, making it more widely accessible. And they're having resounding success around the world, as a result.

Wisdom, also, is not about inaccessibility. The truth is that you don't have to be a legendary guru, or a top scholar, in order to attain and benefit from the greatest insights available for living in this world. But too often, the deepest wisdom has been treated as exactly that - as if you have to be first inaugurated into an esoteric cult, or initiated into a gnostic order of insiders who study rare documents in arcane languages, or you have to learn to speak a technical jargon far beyond the comprehension of those who have not been trained in its use, or else, unfortunately, the best of human insight can't be yours. And that, I've been determined to show for the past twenty years, is just not true.

It has indeed taken me years of formal training and decades of dedicated work, like a top Swiss watchmaker, to be able to separate truth from falsehood, and insight from illusion, in matters of human life and aspiration, where the differences can sometimes be subtle but crucial. What are our greatest insights? How can they best be applied? How do we separate mere appearance from reality? Part of the reason I'm so impressed with Frederique Constant is that they're doing for watches what I've long sought to do for wisdom. And their passion has helped me to clarify mine. On the basis of all my own hard work and study, refining my sensibilities and logical acumen to the highest degree, I'm now able to offer people accessible wisdom that they can use and enjoy, and that can enhance their lives, as it does mine, every day. 

The more we can make accessible to others what we've perhaps worked so hard to achieve ourselves, the more we make our distinctive mark on the world, and we can seek to serve from the riches and blessings of our own lives, bringing these riches and blessings to others.

What are you really good at? What can you make more accessible to others? How can you do and share with passion? These are questions always worth asking. 

Ask them today.

A Simple Luxury: Everyday Beauty

Every morning, we get these push notifications from social media - this person has requested or accepted a LinkedIn connection, that person has endorsed you, there is a new comment on your post, and you have new followers on Twitter. Going through the first run of emails for the day, I usually brush by these quickly. But today, a name caught my eye. I have a new Twitter follower who is the founder and CEO of one of the world's most interesting companies, and one that I especially admire. 

In 1988, Peter Stas and his wife Aletta Bax launched the Swiss watchmaking firm of Frederique Constant. Their vision was simple and brilliant: craft beautiful, elegant watches that would be useful works of art, and accessible to more people than the already existing high-end timepieces for which Switzerland had long been known.

If you are fortunate enough to have artwork in your home that you love - paintings, drawings, sculpture, beautiful rugs, china, or pottery - I hope you enjoy each piece nearly every time you pass it, or sit near it. And if you have easy access to a great museum, or gallery, you can visit to enjoy whatever is on display, sometimes created by the most talented of artists in history, or perhaps in your region of the world. But what about the rest of your time? Are you in touch with beauty in an ongoing way? I've come to believe quite firmly that there is a deep aesthetic dimension to our experience of the world, every day, and that we need frequent contact with beauty, in many of its various forms, in order to be our best, feel our best, and flourish in the most complete ways.

A beautiful watch is a small work of art, inside and out, that can go with you nearly everywhere, available throughout the day to add just a spark of the aesthetic to your experience. But the most beautiful watches, for the past half century, have become exorbitantly expensive, and have, in many circles, turned into rare luxuries whose value has subtly shifted, from intrinsically valuable works of art, to often primarily social signifiers - signs that set their wearers apart as members of the cultural elite, the "one percenters" with power, money, and status. Too many people who purchase such amazing, small handmade machines of intricate elegance that sit on the wrist and provide some of the most important information we can gain, do so these days primarily for show, to prove something, to indicate their level of financial attainment and membership in a rarified club of peers. Luxury, in step with this, has become almost synonymous with inaccessibility, the unaffordable and out of reach for the majority of people who could genuinely enjoy that experience of using the goods and services typically thought of as luxuries.

Peter rightly saw that this has gotten all out of joint. Luxury, at its heart, is meant to be primarily about ease and enjoyment, not social display and status achievement. So he and Aletta set out to create beautiful watches, useful works of art that could travel with you throughout your day, and be accessible luxuries, valued primarily for their mastery of craftsmanship and aesthetic qualities, not simply for their brand symbolism, flash, or bling. But of course, beauty has its own flash and bling. And now their brand, Frederique Constant, has become known for its purity of concern with luxury in its original sense, providing ease and enjoyment, which, of course, for most of us must involve reliability, something else they view as of peak importance. They significantly underprice their competition, not by cutting corners on quality, but by focusing on what really matters, and on what they most want to accomplish. And they provide beauty to more of the world, as a result.

Welcome to my little philosophy family, Peter! You believe in the right things!

You can follow Peter on Twitter, where he exists as @pcstas.