Watch Your Brand | 2

Intimate appeal, some brands have it…

With a multitude of luxury watch brands to choose from, some more memorable than others, but each with its own particular style, heritage and personality, how do we choose the watch brand that is right for us?

From the pages of glossy magazines to the wrists of heros, these brands compete for our attention; they show-off their credentials on ritzy websites and jostle for precedence in the jeweller’s window.

So what is it that enables some brands, collections or designs to capture our imagination and finally convince us above all others?

First we need to recognise that a watch is, quite an intimate possession, it is, quite literally, attached to us and accompanies us practically everywhere we go. It becomes an extension of ourselves and, by implication, our personality. It communicates our taste, attitude and lifestyle, or more accurately, different ‘phases’ of our lifestyle: for example, a smart dress watch might express our social evening phase, a chunky sports watch for the leisure phase and, perhaps, something more businesslike for the professional phase of our life? Our choice of fine watch is as personally-expressive as our choice of scent, clothing or the car that we drive. In fact it is arguably a more authentic indication of our genuine personality than any of these because it is typically chosen with a lifetime in mind – rather than a season, or a few years at most.

So, given how personal an expression our choice of luxury watch is, what the criteria by which we judge which one is right for us? Research has shown that the various criteria (mostly subconscious) can be distilled into the following three decision-making themes:

  1. Product design: “Do I like how it looks”
  2. Brand image: “Do I like what it says about me”
  3. Personal engagement: “Do I want to own it?”

Ironically for watch manufacturers the most important of these three components is also the hardest to measure and the least well-understood – brand image. Brand image is the intangible promise that lives in the minds of everyone with any awareness of the brand. It encapsulates everything we know about the brand, its attributes personality and values as well as the people, events and things we associate with it. We are all influenced, perhaps more than we realise, by the emotional package of elements that make-up a given brand, as well as our impressions of others who choose it (many Audi drivers may impressed by the design, comfort and performance of BMWs but they will not buy one because being a “BMW driver” does not match their self-image!). We also develop, in our subconscious, a sense of relative brand worth. As with all brand values this is dynamic and can rise and fall over time.
Although it is often slow to build it can be quick to fall, because while it might take many years to nurture and build a brand’s reputation, this can be lost very quickly when something undermines the trust we place in it.

The luxury watch consumer, like those of any other sector, is continually absorbing information and subconsciously using it to shape and refine the brand images that exist in their mind. Because brands are memorised and recalled in much the same way that we think about people, we find ourselves attracted to some more than others. So, when we go about selecting the brand that best matches our own personal values it is rather like finding a partner and falling in love.

The story begins with a growing awareness of the options available which leads to a heightened sense of those brands with which we feel feel a natural empathy and, more particularly, the products designs of those brands which best express our values.

This can take time and will draw on a number of cues in the journey from ‘awareness’ through ‘preference’ to ‘commitment’.

It is a courtship that might begin with a repertoire of possible suitors which are steadily honed down until we settle on the one that best fits our self-image and then that is the only that one will do!

Part 1: An extravagance that defies logic…
Part 3. Start with the brand and the rest will follow...

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