A great marketing campaign is integral to the success of any brand. To a certain extent, the cost of production and materials is irrelevant as long as the story is good. When I visited Baselworld a few years ago so many Public Relation managers were telling me what to write. Ironically these executives have subsequently moved from company to company in a musical chair like scenario. In fact, many of these people no longer work in the watch industry at all.
Luxury brands obviously wanted to be portrayed in a particular manner because perception is everything. Sure, I understand the importance of selling a dream and convincing clients that they can’t live without your products. However, I feed off original design, innovation and original thinking. That is why I am always excited to see what delights watch brands have created for ‘Only Watch’. This year celebrates the 8th edition of the biennial charity, which raises money for research on Duchenne muscular dystrophy. In total (in the previous 7 editions) 40 million Swiss Francs has been raised with 99% of the proceed donated to this noble cause.
It goes without saying that all the of the brands participating in this charitable event should be applauded for their generosity. Every timepiece donated is exquisite in its own unique way. Taste is subjective and every writer will have his or her favourites. Here are ten of my personal highlights, which I feel display an enormous amount of design merit.
ANDERSEN Genève “Montre à Tact”
Armin Strom Pure Resonance
Ateliers deMonaco Tourbillon – Oculus 1297
Audemars Piguet Tourbillon Openworked
Cyrus Klepcys Alarm
DeWitt Academia Slide
Grönefeld 1941 Remontoire
Konstantin Chaykin – Joker Selfie
Louis Moinet Memoris