Professional Jeweler Archive: Jewelry & Watch Ad Trends in 2002

January 2003

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Jewelry & Watch Ad Trends in 2002

The best consumer ads broke through the clutter to portray lifestyles that are the stuff of dreams


Sipping a cocktail at a supper club ... looking rich and chic ... achieving athletic goals ... doing fulfilling work ... being held by a lover ... planning a wedding.

Many women buying fine jewelry or watches aspire to such lives, and the most successful consumer ads in 2002 spoke to their dreams during the holiday season.

These images stand out from the hundreds of jewelry and watch ads the industry is produces. Most industry advertisers still merely show merchandise and few fulfill the requirement that a brand should evoke an enviable lifestyle to create consumer loyalty.

But the companies featured here got it right.

– by Peggy Jo Donahue

My Life as Art

Artist Anh Duong graces Judith Ripka’s ads with her unusual features and concentrated intent. Intelligent, purposeful women wear jewelry, too, the ads seem to say.

Cafe Society

Tiffany & Co. ran a series of ads featuring this Jackie Kennedy-inspired model in scenes of social and domestic bliss. Her society crowd looks speak to the millions of women who yearn for that blue box at the holidays.

On the Mark

Athlete Marion Jones looks strong yet feminine and rich enough to afford her gold TAG Heuer watch. For fitness-oriented women, Jones is a role model.

Rich and Chic

This isn’t a new ad for Patek Philippe, but it has staying power. The young woman looks unquestionably wealthy enough to afford a Patek watch, but she avoids the stuffiness often
conveyed in ads for such luxuries.

Hot Stuff

Love and sex are portrayed in equal measure in this fantasy shot from the Diamond Trading Co.’s campaign for fancy- shaped diamonds.

From This Day On

Novell Design Studio’s ad for its wedding bands features a young couple who exude innocence and excitement about their future together. The photo compels readers to look at the bride’s radiant face.

Copyright © 2003 by Bond Communications