New Ads, New Opportunities
Pioneering a new brand can carry big risks and big benefits
For many retailers in search of unique timepieces, one key factor is
the supplier's local and national consumer advertising support. Many retailers
require it. Some don't. Instead, these retailers add brands based on unique
design, technical features or price points.
Whatever their reasons for taking on a lightly promoted or unpromoted
brand in today's huge sea of watch advertising, these jewelers often form
the core of a new brand's distribution. While potentially risky, the venture
can turn to gold when consumer ads do start to hit newsstands.
Retailers who sign up early may earn a bonus being "tagged"
on the first consumer ads for the brand. In addition, the retailer secures
or enhances a cutting-edge image.
This year, this cycle is playing out with several new brands.
At Village Goldsmith in Glendora, CA, for example, Elaina Ouellette signed
up the then-18-month-old Bonneville Watches last winter. This year, the
store is tagged on Bonneville's first round of national ads. "New brands
and unique looks are more important than name recognition to our customers,"
A cutting-edge image isn't for everyone, however. "You need to know
your customers or have the confidence and the patience to educate them about
something new," says Ouellette.
"New" is exactly what Jeff Davis had in mind when he began
to develop Cross Timepiece's Sonoma line last year. With the line now established,
his ads hint at a watch that's out-of-the-ordinary. The company, based in
Weehawken, NJ, debuted a $2 million ad campaign for the Sonoma Series this
fall with quirky stick figures wearing watches juxtaposed with humorous
tag lines. "We want to stand out as not just another watch ad,"
says Davis, the company's president.
It's an "anti-cool" image to which savvy but style-conscious
buyers will relate immediately, he says. The ads can be seen in GQ, Details,
The New Yorker, Harper's Bazaarand The New York Times Magazine,among
Meanwhile, Delance's U.S. launch this summer set off consumer interest
via fashion magazine editorial coverage and in Elleand Harper's
National ads with local jeweler tags convey the brand's "Feminine
sensuality," says Steven Kaiser, president of Kaiser Time, the brand's
U.S. distributor. by Michael Thompson
by Michael Thompson
Bonneville's "Dare to be Different" ads feature the brand's
automotive-inspired watch design.
Bonneville Watches, Anaheim, CA; (714) 666-1999, www.BonnevilleWatches.com.
Cross Timepieces uses humor to attract consumers to its Sonoma
line. Cross Timepieces, Weehawken, NJ; (201) 271-9189, www.cross.com.
Delance's national ads convey the brand's "feminine sensuality."
Kaiser Time, New York, NY; (212) 371-5020, www.delance.com.
Copyright © 1998 by Bond Communications.