He was not only talking about his watches, which he described as “consequences” of this love and the skills of the team. “You choose your clients – they don’t choose you. And then you declare your love to this audience.”
Mr. Zorik, who is also the president and founder of the Journées Internationales du Marketing Horloger, had gone on to say that true luxury is providing access to secrets. And expressing secrets. And even though it could be seen as a bit of marketing blah-blah, perhaps this is the simple truth? (Or, I should say, one of many truths.) Let us not forget that, when it comes to expressing secrets, this is where media can be, if you allow me, the mediator. Yes, media might be a middleman. But an important one, since media brings information and knowledge and opinion; often coupled with a product or a person.
Secrets, or at least insights, should be a core component, regardless of which medium we are using. Print, online, or social media; good articles and photos should reveal secrets, express secrets, give insights, offer a peek behind the scenes, and declare love. Do all of our articles always do all that? Nah. But it is always the goal. And I just love the goosebumps I get when one of our writers outdoes themselves. And I think we are getting there more and more often, especially with the aid of our new freelance team members Victoria Gomelsky, Simon de Burton, and Rachel Silvestri, all with experience from world-leading titles like The New York Times, Financial Times, Vogue, and Harper’s Bazaar.
Speaking of secrets, it is still too early to really say what is brewing here in Geneva. But let’s say that we are increasing the synergies between the titles. And we are doing some spring cleaning. I will definitely keep you posted.
Before letting go of the beautiful lake view, I also think about Mr. Zorik’s words on choices. I think about how I chose writing in the late 1990s, initially to be published in Antipodean newspapers and magazines, as I lived in Australia at the time. I also think of the strong choice made by my forerunners here at WorldTempus and GMT, 25 years and 26 years ago. Ever since, we have forged strong relationships in the industry. Back then, we made a choice to write for watch lovers inside and outside the Swiss watch industry. And you can rest assured, we love you.
