Clocks & Watches

As this country continues to battle the second wave of coronavirus, employers realize how challenging it has been for their employees to balance work and family life while working remotely. As a result, employee recognition gifts are on the rise—especially now that the holiday season is upon us. Clocks and watches are memorable tokens of appreciation that can last a lifetime!

Carrie Lewis of Koozie Group (formerly BIC Graphic) breaks down the trends in this market segment. “There is a misconception that clocks and watches are only for anniversary or retirement gifts,” she says. “In fact, today’s styles range from traditional to modern in materials from sleek metals to classic wood, so they are great for any promotional campaign.

“Any clock or watch needs to have its own style so it will make a memorable statement for a brand, not just tell the time.,” Lewis continues. “That can mean different materials and features will be popular with different audiences. A minimal aesthetic in a clock or watch doesn’t mean boring. A simple design can still be interesting to look, appeals to most recipients, and will fit in with any home or office décor. On the other hand, retro-style watches with weathered leather bands are on-trend, unisex, and appeal to a fashionable demographic.”

Koozie Group’s Lewis also speaks to the increased demand for these items. “Companies are doing more to show appreciation to employees who have had a chaotic year due to COVID-19,” she comments. “Clocks and watches are classic employee recognition gifts that are available in a wide range of price points to fit most budgets. Plus, the fact that clocks and watches are looked at multiple times a day is a great bonus for brand impressions.”

The classics are high sellers at Selco. Mark Abels points out that this is definitely the case this year versus 2019. “Watches are tending to get a little thinner right now, while case diameters are staying on the larger side,” he elaborates. “We are seeing some traction in Smart watches but margins are thin and customization capabilities are limited, so it has not made much of a dent in our traditional watch programs.” While Abels notes demand was weak in the second quarter, he adds that the third and fourth quarters have seen an uptick. “September and October surprised us with strong demand compared to 2019,” he comments. “Incentive and recognition award programs have held up. It feels like holiday gifts will be down this year which is understandable as budgets have been cut.” 

Bryan Hernandez at Logomark Inc. also weighs in, stating that the company has noticed an increased interest on watches this year—attributing it to their high perceived value—an increase of 20 percent for the company over the previous year.

When it comes to keeping time, suppliers rely on best-selling classics. Koozie Group’s Lewis reports the #36272 JAFFA® Solstice Clock combines several trendy elements to create a beautiful and popular promotional timepiece. “The mixed materials of rosewood and gold detailing combined with visibility to the mechanism for that ‘steampunk’ feel creates an exquisite and timeless finished look,” she elaborates. “When a tech item is multi-function it’s always a good seller. The #32328 Metallic Finish Wireless Charging Clock Speaker not only has several useful functions, but it also has a Qi-enabled wireless charging base. This clock is the perfect addition to a bedroom, or really any room of the house with its charging capability, Bluetooth® wireless speaker and alarm clock. Also, the full color imprint option is very popular with brands who want to make a memorable impression.”

Koozie Group’s #32193 Buganboss Wrist Watch has a classic design and comes boxed, making for a great gift presentation, Lewis continues. “It is quality-crafted with an imprinted leatherette strap and three-dial hand movement—details that are sure to be appreciated by the recipient.”

Hernandez at Logomark says that elegant analog timepieces are still the company’s top sellers, and Logomark provides its customers with decoration ideas to enhance the value of the piece even further.

According to Selco’s Abel, the company’s best sellers have been pretty steady this year—the Selco Geneve Remington, Bulova 96A000 mens’ and 96L005 ladies’ styles, and Seiko Prime models. “All provide great quality for the price, nice modern sizes and styling that can be worn with just about anything,” he comments. “Our most popular new style is our S5603 Cadence Chronograph.”

Promoting watches and clocks to customers is a matter of emphasizing their long-term value. “It is a high perceived value item,” Logomark’s Hernandez remarks. “The most traditional gift. A gift that is kept through generations.”

Lewis at Koozie Group speaks to these items and how they relate to the pandemic. “There is a lot of buzz right now about the differences between being busy and being productive,” she explains. “A desk clock with timer and alarm functions can be a useful tool for breaking workdays into sections to keep work organized and help with productivity. This is an excellent addition to an employee onboarding or ‘welcome back’ kit that is available at an affordable price point.

“Watches and clocks display prominent branding every time someone checks the time,” she continues. “This provides great opportunities for brands to get repetitive exposure for their message. Whether a high-end clock or a stylish watch, there is an option for every industry and demographic.”

The current climate in this country also speaks to employee recognition, Abels at Selco adds. “Think recognition programs and check with us on how to sell them,” he comments. “Recognition tends to hold up in good markets and bad. Over time, companies seem to rotate in and out of these types of programs but there is great research proving these programs help companies retain employees at a very low cost compared to the cost to replace good employees.

“Sales awards are a great place to start,” he concludes. “Help your customer set sales targets and reward the salespeople who hit their target. No salesperson wants to be the one who shows up to work without their award on.”

Case Study

Mark Abels, Selco

The Challenge: An auto manufacturer had a long-time plaque award program for their top performing salespeople but with constantly changing showrooms and no guaranteed place to hang the award, the program lacked visibility throughout the organization. The manufacturer needed a better alternative. The new item must have a high perceived value and staying power. It had to be visible and recognizable to everyone in the organization. Showing multi-year achievement was a must.

The Solution: An add-a-diamond watch program is the ultimate solution for an ongoing work and outside of work. Co-workers quickly recognize the achievement. Diamonds signify achievement in subsequent years so the watch can be returned 12 or more years. Due to their size, watches are easy to handle and inexpensive to ship back to the factory for their annual diamond additions. While they are at the factory, the watch is cleaned, fixed if necessary, and repackaged in a new gift box.

The Results: The auto manufacturer has a multi-year program that effectively motivates previous winners to continue to hit their targets. At the same time, other salespeople aspire to have the “Top Salesperson watch” so the program motivates others to shoot for the level required to win a watch and to begin their diamond collection. Because the target is based on sales volume rather than a top percent of salespeople, there is no cap to how many can win each year. The add a diamond portion of the program is extremely popular with a very high rate of watches returning each year. Due to the diamonds’ visibility, it is easy to see which salespeople are achieving the company’s lofty sales goals.