Fratello Talks: Watch Marketing - Past, Present, And Future
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- čas přidán 12. 03. 2024
- Welcome to Fratello Talks. This week, you join your host Nacho alongside RJ and Lex to discuss the evolution of watch marketing. The idea of marketing watches has been around since selling them became a lucrative endeavor. Since then, we have seen the watch industry's efforts take many different forms, from posters to print ads, television spots to ambassadors, and the many different ways that watch brands are involved in the world of sports. Today, the guys examine many of these aspects and discuss examples that they find memorable, effective, and downright cool. They also list some examples of not-so-effective marketing. Finally, they do some wishful thinking for its future.
Thanks for the shout out Nacho! Rolex have been master marketers for sure
The sport that would best fit Patek is tax sheltering.
Now THAT is the comment of the week! ;-)
Patek's refusal to work with ambassadors, thus indicating that the watch is the star - this is the best form of marketing imo.
I still remember seeing ads for the Tudor Submariner, the Royal Oak, and the Zenith El Primero "Big Blue" in UK editions of the National Geographic magazine back in the late '70s, early '80s. Of the three, I currently have the Zenith.
Well some brands really overdo things with "influencers" & "celebrities"... Talking about the Crown;
Rolex already had been sponsoring mountaineering expeditions and were the major sponsor of the April 3rd & April 19th 1933 overflights of Mt Everest as the British wanted to photo-document the world's highest mountain in order to make a 3D model. Moreover, Rolex already patented the name "Explorer" on 26th January 1953.
Of course they used the Mt Everest conquest for marketing but never photoshopped any images (as other brands unfortunately did).
A good read = Selling the Crown: The Secret History of Marketing Rolex (2022 by B. Cunningham) #MoonwatchUniverse
Love the old IWC men’s adds. Bold.
Are Nacho & Lex both sporting the Fratello standard issue 2 pocket chambray? Did RJ not get the memo ( I think he went 'rogue')?
😂 I don’t do denim / chambray shirts, but perhaps I should to fit in😅
If a watch brand is investing part of its profits into conservation, if it’s operating in a carbon-neutral manner (as Oris does), if they publish an annual sustainability report (like Oris does) and are transparent, then I don’t consider any of that “greenwashing”. Greenwashing requires a lack of sincerity, a lack of transparency and a lack of long term commitment. I also don’t see the harm in brands being vocal about their eco credibility. It helps differentiate the brand in the marketplace and speaks to the concerns of a younger generation of watch enthusiasts that is not represented in Fratello’s podcasts.
Seems Fratello audience is “immune” to marketing. Only 18 (now 19 comments) on the topic 😉.
Still very interesting chat and to remember some good ads of the past.
I guess some amazing / historical brands, Breguet like RJ mentioned, or JLC… were never the best ones at it.
Marketing can’t win from the algo
❤
Patek advertises all over Grand Cayman. The second you get off the plane and into the airport there are Patek ADs everywhere. Tax Haven that country.
“Sjoelen by Patek”
Siiiiiipp
nom nom nom
The irony is that I don’t think the long-established, quality brands even need to advertise these days.
If Rolex pulled all their marketing campaigns do you think demand for their watches would dry up!? Hardly. And as for Omega, for me at least their association with George Clooney is off putting more than an attraction. The watches themselves sell more than a past-it, Nespresso drinking actor.
Tbh I’m generally not a fan of brand ambassadors unless they are authentic. We really think Earling Haaland as example has a collection full of Breitlings because he likes them!? Give me a break. He’s paid to pretend. Whereas Mark Wahlberg is a huge Rolex fan regardless which is a much more effective, authentic endorsement.
Keep in mind the majority do not consume the same exposure to watches as the enthusiasts do. Marketing is still very relevant to Rolex’s strategy.
Who is sponsoring darts😂
How do you target women?? Easy: through men!!!😂😂