Currently I'm finishing my Master in Marketing in Madrid and I'm conducting a research about a watch manufacturer. I'm researching what the brand is about, is communicating, its positioning etc. The second part is to understand the consumer perceptions regarding the brand, that's where I need you guys!
Flipping through this week's New Yorker, I stumbled across what is the first advertisement in a new campaign from Rolex. And the reason that you're seeing it here is it is the absolute best campaign I've seen from Rolex in a long time. The ad shows 10 people - 10 people you all know - from Rolex ambassadors Tiger Woods and Roger Federer, to Marlon Brando, Robert DeNiro, Pablo Picasso, and Martin Luther King Jr, all wearing their Rolexes.
Imagine finding a beaten up old Breitling at a garage sale. You pay £25 for it, and then think
"hey, this looks just like that watch James Bond wore back in 1965!"And then you find out
it is the very watch that James Bond wore back in 1965!
Once a week I will post some snapshots of the watch that I'm wearing, tell me in the comments what you think of it.
this weeks watch, is a rare Longines Master Collection Olympic (L2.650.4). This is a Limited edition, specially made for the olympic games of 2004. The watch features a modified ETA 2894-2 movement, which is housed in a 40mm case. It wears as a 42mm, because of its large dial. I have this watch for a couple of years and I still love it. I can wear this Longines on NATO's or on alligator straps, it all suits the Longines very well.
Have you ever noticed that watch advertisements always seem to show the hands at 10:10–that is one hand at the 10 position and the other at the 2 position? Just like its showed in the Picture above, featuring a Flieger B-uhr. An old myth says that this is in honor of the time of day when President Lincoln was assassinated (but he was actually shot at 10:15 pm). The real reasons are readily understandable. Consider the following:
this is the perfect position to frame a company's logo
it creates the appearance that the watch is "smiling" (emotional marketing)
aesthetically it's the best place for the hands to reveal the face
it keeps the hands clear of signatures, subsidiary dials, and date windows
it's been the industry marketing standard since watches went mainstream in the 1920s