Hermès is pursuing big watchmaking ambitions, but the overwhelming demand for its leather goods is complicating the effort. The Birkin bag has become so sought-after that many customers only buy the brand’s watches to boost their chances of getting a handbag. This dynamic creates a bottleneck, as the waitlist for coveted Hermès accessories overshadows the company’s push to build a standalone watchmaking identity.

The cult surrounding the Birkin continues to shape consumer behavior across the luxury house’s product lines.