Ad Campaigns, Slogans & Spokespeople

My latest obsession? Watches (and their ad campaigns). I'm a proud owner of a TAG Heuer blue Aquaracer chronograph watch. I love it. After having owned a Swiss Army model for 8 years, lasy May I found it high time to step into the world of luxury watches and bought the TAG. I recently saw a Lenscrafters ad that read something like, "Your watch tells you how far you've come in life, what do your glasses say?"

Maybe I'm converting into a materialistic individual, but as I continue to travel and become exposed to the "finer things in life" (think Roger Federer's custom-made white Nike Wimbledon sports blazer he wore at the beginning of each of his 2007 Wimbledon matches), I've had an increased desire to have a couple of nice "things."

Of course, I'm not talking about buying things I can't affort (yet) like a Rolex watch, but those items that are within in reach. For example, after having seen a Finnish brand TW Steel oversized-face watch (by the way, bigger faces are very popular right now) in a Karlsruhe jewelry store window, I knew I had to have it. I was able to see the price tag dangling from the black leather strap, 350€, ouch! The way the Euro is thrashing the USD (as of my writing it's 1.37197 USD/1 Euro), I knew I wasn't ready to throw down $480 on the watch. However, after looking online, I saw the same watch online for $330. Even though this company is a small, non-Swiss player in the market, I can already feel the power of their marketing. They have a jazzy online capability to view their catalog as if you were actually flipping through the actual catalog pages. But more than a cool webpage, I look at the spokespeople companies use to see if it's a brand I want to identify with.

Rolex, despite its overly complex webpage, has a great slogan and ad campaign. What grabs me most about their advertising are two things: their spokesperson (who better than #1 men's tennis player in the world, Roger Federer?) and Rolex's tagline, "A Crown for Every Achievement." After watching Federer's incredible 5 setter defeat of Nadal in this year's Wimbledon finals, and then having immediately watched a Rolex commercial and hearing its tagline and music, I could only imagine what it must feel like to own one of their watches and be wearing it at that precise moment. Right then, you know you're wearing the best watch in the world and feel like a champion. That sensation of winning, being on top of the world and being a champion - what a great feeling!

Getting back to TW Steel. I appreciate that they too go after a spokesperson who matches their perceived place in the world - amongst the best watchmakers in the world. Not the King, not # 1, but they believe they have a place at the top. Their spokesperson, Tommy Robredo, is a top-ten men's singles tennis palyer (ranked #7 in the world as of 7/27/07). On their catalog, it states: "One of the best professional tennis players in the world (Robredo)...He even wears his TW Steel during the heat of a match. Need we say more?" Mind you, not even Federer wears his Rolex during matches.

Here's a blurb on TW Steel's (marketing) philosophy:

TW Steel, Big in Oversized Watches.

Since its inception, TW Steel has been completely specializing in the manufacture of big watches. Distinguishing design combined with reliable technology are the pillars the company's philosophy is based upon. The two dots in the TW Steel logo are the graphic representation of the philosophy. Partly as a result of this, TW Steel has succeeded in obtaining a leadership position worldwide in the oversized watches market segment within a very short period.

The three very distinctive collections - based on top Swiss or Japanese technology - offer the modern man or woman plenty of possibility to find the right type of watch that best suits his or her personality. Whether it is a model from the Canteen Style, Goliath or Grandeur collection, with TW Steel on your wrist you will always XXXX admiration for your choice.

The Canteen Style collection is identifiable by the cases with the hook/crown cap and the leather straps with the two steel dots."

I'm trying to figure out which one Robredo wears the TW 4, TW 6, or TW 11.

I'm impressed by the vision behind this company. They've decided to pursue a niche market and have done incredibly well. All of the reviews I read online are from customers who are infatuated with their watches. Many of them are repeat customers.