Understanding Watch Marketing: Unravelling the Mystique behind What Defines a New Model in the Horology Industry

In the horology industry, the unveiling of ’new models’ often sends a ripple of excitement through timepiece connoisseurs. But is each announcement genuinely reflective of groundbreaking design reformation or simply a marketing ruse? Recently, a timepiece brand announced the release of eight new models, sparking intrigue, only to reveal that the ’new models’ were not separate entities, but varied colorways and sizes of a single archetype. This practice begs the question, should each variant of a base design be paraded as a fresh model?

Analogous to the automotive industry, where models undergo frequent mid-generation facelifts, watch design also experiences incremental aesthetic improvements over time. However, cars only receive complete redesigns after a few years. Similarly, genuine new watch models require more than surface-level changes: novel dial designs, distinct bracelets, or revamped functions, redefining the whole concept of the timepiece.

For instance, the brand Arnold & Son navigated this grey area rather adeptly. When unveiling the blue dial variant of their Nebula 40 Steel, they consciously avoided proclaiming it as a ’new model.’ Instead, they subtly introduced it as ‘a blue version joining the variations on this skeletonized timepiece,’ proving that understatement can be just as effective.

A significant share of what brands label as ’new models’ are, in reality, new stock keeping units (SKUs) or simply varied versions of a single model. This semantic sleight of hand often leaves consumers puzzled, questioning why brands would resort to such exaggeration. However, the answer lies in the universal marketing mantra – more is always better.