Casioprobably one of the most recognizable brands in the world, Casio is named after its founder – Tadao Kashio. |
Rolexwhen it was set up in 1905, the company was called Wilsdorf and Davis after its founders. According to one of the theories, one of the founders came up with Rolex by combining different letters in different orders. The word Rolex sounded good and it stuck. |
Longinesin 1866, the Swiss company bought two plots called Les Longines. This was the inspiration for renaming the company and setting up the brand that we all know today. |
Omegaoriginally, the company was called Le Generale Watch. Eventually, Omega was chosen after the letter of the Greek alphabet (which also is the symbol of perfection). |
Zenithcompany founder George Favre-Jacot wanted an original and simple name for his company like Rolex. One day, he went out, looked at the sky and thought of the word “zenith.” The term refers to the highest points that heavenly bodies reach in the sky. |
Seikothe Japanese word “Seiko” translates to exquisite. |
Tag Heuerthe word “tag” is German and it means day. The second component of the brand comes from the company founder – Edouard Heuer. |
Hublotthe word “hublot” is French and it means porthole. |
Orisfounded in 1904 in the Swiss town of Holstein, the company carries the name of a nearby brook that could be seen from the factory. |
Marketing Strategy & Useful
Advertising Terminology
Watch and jewelry brands have one thing in common – they sell a lifestyle, a piece of luxury that most people will be drawn to.
A good marketing strategy for distributors and retailers will typically have to be based on the brands. Watch makers need to put emphasis on accuracy, precision and the unique characteristics of their timepieces. Usually, the movement is one of the most important components. A high quality movement speaks for itself as far as watch connoisseurs are concerned.
Naming strategies should put emphasis on exquisite products and their best characteristics. As you can see from the examples above, the names of watch companies are short and memorable. They either have a hidden meaning or a completely random word is chosen for the purpose of being populated with meaning later on.
A few useful advertising terms include precise, accurate, limited edition, one of a kind, Swiss mechanism, Swiss made, handmade, fine, multiple jewels, quartz mechanism, traditional, modern, stainless steel, titanium, COSC-certified mechanism, perpetual, comfortable, heritage.
Clientele & Interests
Watch companies serve both lower and higher market segments. Most people associate such brands with luxury, precision and sophistication. Choosing a high quality watch brand is all about prestige and demonstrating certain class.
The clientele of watch makers, especially Swiss companies, is usually trendy and hip. These people earn a higher level of income and they associate certain brands to a certain status level. They know the characteristics of a fine watch and they’re willing to spend more on getting it.
Alternatively, watch buyers want convenience. They’re looking for a durable, waterproof and lightweight product that’s reasonably priced and that will remain in a good condition for a longer period of time. These people aren’t as willing to spend a large amount and they may switch from brand to brand instead of being loyal to one watch maker.
Industry Related Words