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Topic: Watches

Watch Brand Nixon Hires Creative and Media Shops TBWA\Chiat\Day gets the creative assignment

Watchmaker Nixon, looking to raise its profile beyond core customers, is hiring its first agencies for creating and placing ads. The Playa del Rey, Calif., office of TBWA\Chiat\Day will handle the…

July 1, 2014, 11:42 AM EDT

Baume & Mercier Has Mastered the Combo of Elegant and Laid-Back Marketing lifestyle and product together isn’t always easy for watch brands

While it might seem like the makers and sellers of wristwatches have a comparatively easy time marketing their wares, it’s actually tougher than it looks. The big problem is that…

November 14, 2013, 4:00 AM EST

How Rolex Runs on Autopilot Educating is no longer necessary

If there’s a branding equivalent of reaching nirvana, Rolex has done it. The 108-year-old brand is so famous, so coveted, it’s virtually synonymous with the luxury watch category, if not…

April 3, 2013, 6:39 AM EDT

Perspective: Hey, Tough Guy Nothing sells a manly man brand better than the manly man celebrity who uses it

In the long history of celebrity endorsements (Mark Twain, let us remember, was plugging Great Mark Cigars as early as 1875), brands have learned that while a famous face is…

November 8, 2012, 6:45 AM EST

Perspective: Here's the Skinny For over a century, timepiece brands have advertised a curious idea: the thinner the watch, the better

One of the lesser known dogfights of the branding world happens to belong to one of its most refined sectors: luxury wristwatches. And the brinkmanship is not about what you'd…

December 7, 2011, 11:31 PM EST

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