How do you make people interested in watches? How do you break through the constant noise? Big campaigns, small events, guerilla style marketing, collabs, revitalizing your history, pop-ups? Try with all of the above. And more. Brands are becoming more and more creative, when it comes to reaching out to collectors. Here is some current stuff that are all in the line of making watches more accessible, fun and expressive.
Let’s start with collabs. Say whatever you want about the distribution plan – but ever since the Audemars Piguet x Swatch Royal Pop collaboration, every Tom, Dick, and Harry knows what Audemars Piguet is. And I do have a sweet spot for pocket watches.
Over at Jaeger-LeCoultre, they are targeting collectors and fans with the vintage exhibitions Collectibles, with the Sixth edition currently in the London boutique. This brilliant example of curating and revitalising the historical highlights – and putting them up for sale, are creating a new experiences of vintage knowledge and vintage shopping. Why not let the brand do the work of trawling thousands of auction houses for you?
Right now, brands are preparing for Geneva Watch Days in the beginning of September. This newcomer being organized for the seventh time is more personal and more fun and relaxed than most other (Swiss) watch fairs. What started as a get-together after the summer holidays may have become more formalized, but it still has that relaxed end of summer feeling. Drop me a line if you want to come to our events during GWD: the WorldTempus 25-year party on September 4, or the Salon Worldtempus where we have invited Georges Kern for a conversation about ressurection of brands. Around the world new easy-going shows with interesting programs are popping up like mushrooms after rains. Especially in the US, where the indies.nyc in October is among the most interesting newcomers.
Another cross-industry happening is the Gurten Festival, co-owned by Armin Strom’s co-founder Serge Michel. Of course music is the main focus, but the watch brand also invites where collectors and friends for unforgettable VIP experiences.
Vacheron Constantin partakes in Homo Faber – the bienial artisanal and artistic art crafts in September in Venice. Here they will present six artisans creating six unique timepieces.
Last but not least, when it comes to big campaigns, I haven’t seen anything in the watch industry that is remotely as exciting as Nike’s latest film. Rip the Script has got nothing to do with watches, apart from several of the protagonist football pros being watch ambassadors for brands including Breguet and Hublot. But it is one of the best commercials ever, as it takes football, filmmaking, commercials and brand experience to new heights. I Would love to see something like this from the watch world.
FAQs
What is Jaeger-LeCoultre doing now to attract collectors?
Organising the Collectibles exhibitions around the world. The current exhibition in the London boutique runs until July 18.
What is the best commercial ever, according to the editor?
Nike RIP the script https://www.youtube.com/watch?v=IyZ1WIua_1s
What is the name of the co-founder of Armin Strom who is also a co-owner of the Gurten music festical?
Serge Michel.
When is Geneva Watch Days 2026?
September 2–September 6.
When is the WorldTempus 25-year celebration taking place in Geneva?
September 4.
