Prices of Richard Mille watches range from S$115,000 to north of S$3 million. When S$3 million can easily buy you a nice apartment, even the well-heeled may hesitate before buying - especially in these lean times.

Yet Richard Mille is one of the few brands still commanding strong demand and enjoying a more than decent profit. Chalk it up to a loyal wealthy client base even as many watch brands are abandoned by customers.

Despite a successful marketing strategy featuring sports and entertainment personalities, glamour and exclusivity aren't the main draw. Rather, clients may also find the timepieces appealing in their own right.