Marketing Archives - The Truth About Watches

Conversational Marketing for Watches

Sat, 07 Oct 2023 18:28:23 +0000

Conversational marketing answers an important question: how do you market a watch that’s been on the shelf a while when you don’t have a million dollar marketing budget? Watchmakers rely on two main drivers: branding and the thrill of the new. Branding Rolex spends millions sponsoring upscale sports, making sure there’s a Rolex logo in […]

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Audemars Piguet’s Grail Jail Fail

Wed, 04 Oct 2023 16:07:19 +0000

Audemars Piguet’s grail watch is the Royal Oak. OMG do they sell the shit out of it. Audemars Piguet drops Royal Oaks in white ceramic or full-set with diamonds and sapphires watchpro.com proclaims. How many Oaks are in AP’s forest? To tell you the truth, in all this lack of excitement, I’ve kinda lost track. So […]

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Bucherer is Rolex. Now What?

Wed, 13 Sep 2023 16:54:56 +0000

Sorry I was out for a bit, chasing Substack glory. My absence left a LOT of comments in moderation, although most of them were immoderate. Passionate, you might say. All released. The delay won’t happen again. So, now that I have/had your attention, what are we to make of Rolex getting into retail by buying […]

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New AP X 1017 Alyx 9SM. AP Jumps the Shark. Again.

Fri, 25 Aug 2023 12:32:43 +0000

When I say the new AP X 1017 Alyx 9SM shows that Audemars Piguet has “jumped the shark,” I’m using a phrase born when Happy Days‘ Fonzi jumped a shark on waterskis. It refers to a most excellent person, place or thing that’s begun its descent into mediocrity. Don’t get me wrong: Audemars Piguet’s watchmakers […]

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Rolex Hates You and Thinks You Suck

Tue, 15 Aug 2023 15:05:44 +0000

Rolex hates you. To wit: “Two of the first known owners of Rolex’s 2023 ‘Emoji’ DayDates have been revealed as super-collector celebrities,” watchpro.com reports, “musician John Mayer and American Football legend Tom Brady.” If Rolex liked you, it would be you hearing “right this way” at your local Rolex dealer. But no. Why? Because Rolex […]

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Does Moonswatch Madness Maul OMEGA?

Tue, 01 Aug 2023 16:41:51 +0000

Swatch released their 11-piece Moonswatch collection on March 26, 2022. The watch world went nuts. Buyers waited in long lines at stores. Flippers flipped Moonswatches for big bucks. And why not? The Moonswatch is a classic OMEGA Speedmaster Moonwatch (review here) for people who don’t give a shit about the movement and can’t afford seven […]

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Ultimate Fighting Championship – Tough Titties For Timex?

Sat, 22 Jul 2023 19:01:13 +0000

Timex is the official watch partner of – and timekeeper for – the Ultimate Fighting Championship. Again. Still. Their current pitch: “Get in the Octagon with Timex and UFC to create your legacy.” Hmmm… I reckon you can round down to zero the percentage of watch buyers – or sane people – who’d step inside […]

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