Professional Jeweler Archive: Best Jewelry & Watch Ads 2000

March 2001

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Best Jewelry & Watch Ads 2000

Color was key to the holiday crop


Following neatly the color wave in consumer products, jewelry and watch ads went tonal this past year. Simple white and elegant black ads weren’t gone, but they looked decidedly dated next to their colorful cousins. Professional Jeweler scanned the fall and holiday issues of Town & Country, Departures, InStyle, Vogue and Elle for our annual review. Turn the page for ad colors that didn’t work. These did.

Mac Attack
The marketing of colorful iMac computers clearly made an impact on jewelry advertisers. Sunrise and sunset hues infused the backgrounds of many ads this year, including these from De Beers’ new diamond line bracelet campaign and Coach’s watch lineup.
Jewel Tones
Deep, rich jewel-like colors appeared in many ads, including these from Craig Drake and Henry Dunay. They look especially good as backgrounds for diamonds, pearls and white metal. Though orange and blue were favored, Van Cleef & Arpels used deep yellows and greens.
The Color Purple
Purple is supposed to be the “it” color for clothing now, which is probably why it showed up more prominently than any other color in jewelry ads for the holidays. Besides these ads promoting Cordova and La Nouvelle Bague, many other jewelers and a bunch of watch sellers used purple, including Seiko, Citizen and Corum.
Blue Seas
Water imagery remained popular, with advertisers taking advantage of the sea’s rich blues and blue/greens, demonstrated here in the backdrops for Tiffany & Co.’s lacquer bracelets and Lalique’s new watch line.
Forever Flowers
What is it about flowers and jewelry? It must be a match made in heaven, because it showed up once again as one of the year’s most stunning motifs in jewelry ads. While jewelry is hard and enduring, flowers are soft and ephemeral. Perhaps that’s why they complement each other so well, as illustrated by these Van Cleef & Arpels and Roger Dubois ads.

Copyright © 2001 by Bond Communications