Especially, when they are expensive.
You may think up one of these themes as your brand strategy (clever you!):
- Contemporary, but with a long tradition of excellence
- A tradition of innovation (therefore, unique features)
- Meeting exacting standards (like those of the aviation industry)
- A beautiful, stylish woman
That's Rolex, Blancpain, Breitling and Raymond Weil respectively, advertising in Time, Asia edition dated September 11, 2006.
Of course, you'd blend these approaches, the devil that you are.
Rolex mix a little no. 4: Anoushka Shankar (contemporary music 700 years in the making). Breitling add 1884 under the logo, Blancpain trace their traditions to 1735 and Raymond Weil feature easy-release case clasps for Charlize Theron, and you.
Surely others sell exceptional watches too. They just didn't advertise in this one copy of Time magazine I picked up for the journey.
Now, some fun for those of you who are truly creative: Can you think of any other approach to selling these kind of watches?