Watchmakers find time ripe for building brands

Cardona, Mercedes M.
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p20
Trade Publication
This article reports advertising activity for watch brands in the U.S. as of October 19, 2000. On October 19, 1999, Movado will kick-off a new advertising campaign which repositions both its ESQ and Concord brands to younger consumers. The move to a hipper image began when Scott Woodward, senior vice-president and chief marketing officer at Movado, joined the company from Brush & Lomb Eyewear. Among other key efforts, Tag Heuer introduced Alter Ego, its first line designed specifically for women, with a celebrity studded campaign from Saatchi & Saatchi. Patek Philippe also launched its first U.S. campaign aimed at women, an effort for new line Twenty-4. Patek started the drive in October magazines including Town & Country, Vanity Fair and Vogue. Watch marketers have zeroed in at the U.S. market because Europe is saturated and Asian markets have wound down due to the region's financial troubles, according to Jeff Prine, senior editor of Modern Jeweler.


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