Appreciating Taste

IN THE EARLY 1930s, Zurich, a city teetering on the brink of metamorphosis, sets the stage for our tale. At the city’s pulsating heart, a young man of 22, recently bequeathed with a substantial fortune, found himself standing at life’s crossroads. Rather than embarking on a journey of reckless expenditure, he chose to make a singular, grand investment—a Bentley. A decision that, on the surface, appeared as a flamboyant exhibition of wealth, inciting murmurs of a squandered inheritance. Yet, beneath this veneer, it signified something far more profound. The Bentley, more than an automobile, became an augmentation of the young man’s existence. It was a mirror reflecting his discerning taste, a source of daily gratification and a tangible manifestation of his lifestyle. The acquisition of the Bentley was not merely a transaction of signifi cant financial weight; it was also an investment in delight. The car, with its luxurious aura, resonated with his passions, transforming each journey into an exhilarating experience of joy and fervor. Moreover, the Bentley stood as a symbol of sustainability, a notion often lost in the capricious tide of consumer trends. Initially perceived as an ostentatious indulgence, the car proved its mettle against time, emerging as a testament to enduring quality and sustainable consumption. The final, and perhaps most captivating, chapter of this narrative explores the intricate equilibrium between quality, cost, and frugality. While the Bentley was undeniably a symbol of opulence, the seven-decade- long companionship with this singular automobile illuminates the subtle intricacies of frugality. This narrative serves as a reminder that frugality is not a rejection of luxury, but rather a commitment to judicious choices that yield long-term value. The young man’s purchase, initially deemed extravagant, likely resulted in him spending less on automobiles throughout his life than many of his contemporaries. This tale, originating from the Zurich of the 1930s, invites us to reevaluate our spending habits. It emphasizes that the true art of acquiring well extends beyond the price tag—it’s about investing in quality, sustainability, and the joy an item can provide over its lifetime. Thestory of this young man and his Bentley stands as a timeless lesson, compelling us to reconsider the delicate art of acquiring well.

By H.I.R.H. Archduke Carl Christian of Austria

Senior Editor