If one truly wanted to tell the time, one would just go and buy yourself a $50 Casio watch. The purchase of a fashionable watch has absolutely zip to do with telling the time.
I was briefing watching a morning breakfast talk show this week. There was a guest singer on the show summarising his journey from a loaded diplomatic family in old Russia to changing into a vocalist.
The television presenters were more intrigued by the size of the watch on his wrist than his real singing gifts. This timepiece was the scale of a tennis ball. It was huge. Well, not that large but it could barely fit under the wrist of his jacket.
The singer went on to elucidate that the watch was actually a submarine style diving watch which could work at depths of 1000 feet underneath the sea level.
Then I was re-reading a marketing book by Seth Godin where he told the story about a watch maker in the United States who has a four year waiting list for custom built watches that cost around $50,000. Custom built, you ask the watch maker what you want in the watch and he'll customise it for you.
This is the fascination we've got with watches. They're an outward demonstration of prosperity. Just like a 150 years ago when a large front lawn garden was a symbol of standing, today it's those hands of a clock that communicate to friends how successful and made you are.
Since makes of designer watches for ladies taps into this wealth expression, sadly most brands are failing to differentiate themselves from each other.
A Gucci, a Guest, a Rolex and a Cartier all use similar images, models and colors in their advertisements and internet sites and thus become undifferentiated.
In the final analysis 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 designer to link into a 2012 interpretation of wealth in contrast to the traditional way we viewed and outwardly displayed our wealth.
I was briefing watching a morning breakfast talk show this week. There was a guest singer on the show summarising his journey from a loaded diplomatic family in old Russia to changing into a vocalist.
The television presenters were more intrigued by the size of the watch on his wrist than his real singing gifts. This timepiece was the scale of a tennis ball. It was huge. Well, not that large but it could barely fit under the wrist of his jacket.
The singer went on to elucidate that the watch was actually a submarine style diving watch which could work at depths of 1000 feet underneath the sea level.
Then I was re-reading a marketing book by Seth Godin where he told the story about a watch maker in the United States who has a four year waiting list for custom built watches that cost around $50,000. Custom built, you ask the watch maker what you want in the watch and he'll customise it for you.
This is the fascination we've got with watches. They're an outward demonstration of prosperity. Just like a 150 years ago when a large front lawn garden was a symbol of standing, today it's those hands of a clock that communicate to friends how successful and made you are.
Since makes of designer watches for ladies taps into this wealth expression, sadly most brands are failing to differentiate themselves from each other.
A Gucci, a Guest, a Rolex and a Cartier all use similar images, models and colors in their advertisements and internet sites and thus become undifferentiated.
In the final analysis 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 designer to link 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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