If one really wanted to tell the time, you would just go out and buy a $50 Casio watch. The acquisition of a designer watch brand has absolutely zip to do with telling the time.
I was watching a morning breakfast show yesterday. There was a guest frontman on the programme summarising his journey from a wealthy diplomatic heritage in Eastern Europe to turning into a singer.
The television presenters were more fascinated by the dimensions of the watch on his arm than his actual singing gifts. This time piece was the dimensions of a tennis ball. It was big. Well, not that huge however it could hardly fit under the wrist of his jacket.
The vocalist went on to explain the watch was in fact a submarine style diving watch which could perform at depths of 1000 feet under the sea level.
Then I was re-reading a marketing book by Seth Godin where he said to the story of a watch maker in the States who has a 3 year list for custom built watches that were priced at around $50,000. Custom built, you tell the watch maker what you need in the watch and he'll customise it for you.
This is the fascination we have with watches. They are an outward demonstration of prosperity. Just like a 150 years ago when a large front lawn garden was a symbol of rank, today it's those hands of a clock that communicate to friends how successful and rich you are.
Since makes of designer watches for women taps into this wealth expression, unfortunately some brands are failing to distinguish their brand from each other.
A Gucci, a Guest, a Rolex and a Cartier all use similar images, models and colours in their adverts and websites and thus become undifferentiated.
Ultimately , each designer watch brand can't own the same human need to express wealth? And therein lies a fantastic opportunity for any up and coming watch brand to tap into a 2012 interpretation of wealth in contrast to the traditional way we viewed and outwardly displayed our wealth.
I was watching a morning breakfast show yesterday. There was a guest frontman on the programme summarising his journey from a wealthy diplomatic heritage in Eastern Europe to turning into a singer.
The television presenters were more fascinated by the dimensions of the watch on his arm than his actual singing gifts. This time piece was the dimensions of a tennis ball. It was big. Well, not that huge however it could hardly fit under the wrist of his jacket.
The vocalist went on to explain the watch was in fact a submarine style diving watch which could perform at depths of 1000 feet under the sea level.
Then I was re-reading a marketing book by Seth Godin where he said to the story of a watch maker in the States who has a 3 year list for custom built watches that were priced at around $50,000. Custom built, you tell the watch maker what you need in the watch and he'll customise it for you.
This is the fascination we have with watches. They are an outward demonstration of prosperity. Just like a 150 years ago when a large front lawn garden was a symbol of rank, today it's those hands of a clock that communicate to friends how successful and rich you are.
Since makes of designer watches for women taps into this wealth expression, unfortunately some brands are failing to distinguish their brand from each other.
A Gucci, a Guest, a Rolex and a Cartier all use similar images, models and colours in their adverts and websites and thus become undifferentiated.
Ultimately , each designer watch brand can't own the same human need to express wealth? And therein lies a fantastic opportunity for any up and coming watch brand to tap into a 2012 interpretation of wealth in contrast to the traditional way we viewed and outwardly displayed our wealth.
About the Author:
Patrick Warren writes for Kennett Online. Kennett design and manufacture designer watches for ladies and the more discerning and fashion conscious.
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