When we talk about watches, we usually focus on personal stories or the technical specs that make a watch interesting for certain buyers. However, more thought and care goes into branding than you might think. In the luxury watch industry, brand image is incredibly important. It plays a major role in shaping people’s perception of different brands. Ideally, it should correspond to the kind of customers the company wants to attract. In this article, we’ll take a closer look at how some of the biggest brands market themselves and the images associated with them.
Rolex
The Image: Rolex is the world’s most famous luxury watch brand, and they know it. Their logo is a crown after all! The brand boasts a long list of impressive industry firsts. Honestly, we don’t even need to explain why Rolex is the epitome of a luxury watch brand. Their timepieces are of incrediblequality and exude a sense of sophistication that makes them appeal to a wide audience. Over time “Rolex” has become a synonym for luxury watches in common parlance, and they have no intentions of giving up their position at the top any time soon.
The Culture: Rolex has carefully crafted The World Of Rolex. It’s their aspirational brand platform that involves the best of the world of sports, film, music, and the arts. In addition to the famous faces they choose to represent them, Rolex also sponsors many venues and events that they feel best represent the Rolex brand. If you’re looking for the ultimate brand in luxury watches, Rolex is the only brand to start with.
Brand Ambassadors: Roger Federer, Caroline Wozniacki, Phil Mickelson, Tiger Woods, Martin Scorsese, James Cameron, the Metropolitan Opera
What owning a Rolex says about you: You recognize Rolex’s position at the top of the industry and want to be part of something big. A Rolex represents your own personal success and achievements.
Breitling
The Image: The Breitling brand image is centered around aviation, exploration, cinema, and sports. The company logo, the Breitling “B” with a set of wings, represents their adventurous character. Breitling’s catalog consists of high-quality tool watches for use in the air, under water, and in extreme conditions.
The Culture: Breitling markets itself as a brand for adventurers. Breitling has been the proud sponsor of the Breitling Jet Team since 2003, and they have longtime partnerships with both Bentley Motors and Norton Motorcycles. In 2018, Breitling debuted their “#SQUADONAMISSION” campaign with four different squads: the Jet Squad, Surfer Squad, Explorer Squad, and Cinema Squad. Each squad features a number of celebrities and experts in that particular field.
Brand Ambassadors: Brad Pitt, Charlize Theron, Adam Driver, Kelly Slater, Stephanie Gilmore, Sally Fitzgibbons, Bertrand Piccard, David de Rothschild
What owning a Breitling says about you: You love to explore and need a watch that can withstand your many adventures.
Omega
The Image: Omega is probably the most diverse brand on this list. Their focus is on technological innovation, extraordinary watch stories, the world of sports and improving the world we live in. Their list of achievements is truly impressive, from accompanying astronauts to the Moon to assisting James Bond in his service to Her Majesty. Overall, the world of Omega has something for everyone.
The Culture: Omega has created Planet Omega as their aspirational platform to bring the Omega brand to life.Omega’s greatest story has to be that of Speedmaster Moonwatch and its role in the first Moon landing. However, the company is also the official timekeeper of the Olympic Games and sponsors numerous golfers, swimmers, track and field athletes, and bobsledders. Furthermore, Omega isJames Bond’s watch brand of choice, and the company frequently collaborates with different organizations on charitable projects.
Brand Ambassadors: Buzz Aldrin, George Clooney, Cindy Crawford, Michael Phelps, Rory McIlroy, Nicole Kidman, Daniel Craig, Eddie Redmayne, Alessandra Ambrosio
What owning an Omega says about you:You enjoy timepieces that have a fascinating history and are built with incredible quality. You are a person of substance rather than focusing on attracting attention.
Patek Philippe
The Image: Patek Philippe is all about exclusivity. As a brand, they focus on their rich history, craftsmanship, impeccable quality, and the fact that they’re a family-owned watch brand from Geneva. Their iconic ads feature two generations of the same family accompanied by their famous slogan: ‘You never actually own a Patek Philippe. You merely look after it for the next generation.’ This ad campaign has been very successful for Patek Philippe over the last two decades.
The Culture: Patek Philippe’s culture is based on heritage, incredible craftsmanship, and exclusivity. Unlike the other brands in this article, Patek Philippe has not created an aspirational brand platform for their brand. Instead, they place a strong focus on their heritage, incredible craftsmanship, and exclusivity.As a result, they are the creators of some of the world’s finest timepieces.
Brand Ambassadors: N/A
What owning a Patek says about you: You want the best of the best. You’re a thoughtful watch enthusiast and see timepieces as something to pass down to future generations.
IWC
The Image: IWC is known for creating a diverse range of great watches. The Big Pilot, Portugieser, Ingenieur, and Aquatimer have all become classics in their own right. This diversity has come to define IWC. Each collection is meant to evoke different emotions. The result is a brand with mass appeal and a dedicated fan base.
The Culture: You can visit the World of IWC to read all about IWC’s partnerships with different companies and people from the worlds of sports, arts, exploration, and luxury. They have relationships with big names like AMG, Laureus, the Cousteau Society, and Tottenham Hotspur. What IWC does better than any other brand on this list is being a guide in the world of luxury, craftsmanship, travel and sportsvia their blog, The Journal.
Brand Ambassadors: Adriana Lima, Bradley Cooper, Cate Blanchett, James Marsden, Valtteri Bottas, David Coulthard
What owning an IWC says about you: You enjoy the finer things in life and know what you want. Your personal style is equal parts sporty and casual.
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