A new era of marketing in the watch world

Digital marketing expert Carlos Gil runs a marketing agency and social media consultancy, serving Fortune 500 clients and helping them navigate their digital transformation. In his book, “The End of Marketing” Gil offers a wealth of insights and I will share some below. In particular, I’d like to dig deeper into my hypothesis that Vacheron Constantin has formally entered the world of micro-influencer marketing on social media… and it might be the first ‘big brand’ to do so.

10 irrational human behaviours and how they apply to watch collecting

Dan Ariely is one of the most interesting people I have ever come across… I could go on about his various TED talks or the rest of his incredible CV – but you can enter that rabbit hole another time. Today, I wanted to cover Chris Yeh’s Outline of Predictably Irrational: The Hidden Forces that Shape Our Decisions. It’s one of Ariely’s most fascinating books… and takes a peek into the predictable psychology that powers human actions and reactions. As always, I’ll try and pick out some lessons we can apply to our world of watches. Here’s Ariely’s list…

A discussion about the pricing of luxury watches

As certain watches gain popularity and resell for multiples of the original retail price, this post aims to discuss some of the pricing dynamics in the watch world, and think through the considerations a brand would need to make before setting the price of a watch. It is simply a discussion and thought experiment, hope you find it interesting.

What’s the deal with Vacheron Constantin?

I never thought I would see the day where I wrote about Vacheron Constantin, and the post was anything other than glowing praise. Many will already know how much I love the brand, and although I only own one watch from their collection, I had, and perhaps still have every intention of owning more of them (although they probably won’t sell me one again). I think the Vacheron executives have become too arrogant, too quickly, and it is extremely disappointing; Even if this behaviour is par for the course with hype brands, people who have seen and experienced the ‘old Vacheron’ have every right to feel disappointed. Sure, this will perhaps become the new normal for the brand, but let’s talk about it anyway.

Start with what you know

Many innovators and strategists are obsessed with predicting how the world will change in the future, and then they then try and develop new products and business models to fit this “new hypothetical world”. As Jeff Bezos describes, it can be even more valuable to figure out what will not change in the future.

Watches in a post-COVID world

A post about the state of watch collecting, and a discussion about ways in which people collect watches, along with the impact of these choices.