Johann Rupert

I don't want to start producing dressing gowns and cuff links with the Purdey name stamped on them. Making Purdey the leading gunmaker is our priority. Once we have succeeded in doing that, then we might look at some accessories, but it is a long haul.

It is not just disposable income but whether people feel good about their immediate future that drives sales. It is this feel-good factor that drives the purchases more and more than mere economic wealth.

Companies selling a product play down its vulnerability and emphasize its robustness. But only after technology leaves the dock is it really tested. For human operators in control of a supposedly infallible system, complacency and overconfidence can take over, and caution may be thrown to the wind.