Watch It!

Digital time is everywhere. One rarely needs to ask another “what time is it?” However, despite the fact that nearly everyone has a smartphone and or portable device that showcases the current time (and date), it is not rare to see someone glance at his or her watch, set it, or look at the clock that is often an attractive piece in a room.

Here’s a cute and potentially sales-worthy idea: ask your client, “What time is it?” And see how he or she responds. Now, of course, you are wearing your most awe-inspiring watch. If he or she glances at a phone or tablet, show off your “jewelry.” If the answer is obtained by looking at a wristwatch or clock in the office, use that to your advantage.

Gwen Brey of Beacon Promotions, comments that smart watches may be viewed as a strong trend, “but too often function is designed over form, resulting in just another gadget. However, a watch can have classic design and features and makes a fashion statement.” She points out that watches today are as multi-functional as smartphones: a watch with a simple three-hand movement can also notify the wearer of his or her sleep and rest patterns, movement (steps), notifications for incoming e-mail and texts.  

Classic styling also, well, never goes out of style. And there are also some brands that personify classic styling; Bulova is one. Adrienne Forrest of Bulova says that the company continues to stay true to its heritage and has not entered the smart watch sector. She describes, “Authenticity continues to be a strong trend among today’s discerning consumers. The desire for real, quality timepieces that have high perceived styling and value for money is a very strong watch industry trend. The key to our appeal is that Bulova continues to be a recognized and trusted brand name. Our watches have been and can be handed down as heirlooms. They can be personalized with a custom message. They are lasting, as opposed to gift cards or cash that can be spent and gone, or even electronics that can become obsolete quickly.”

Watches can be very symbolic, as a source of pride and confidence. “Watches are wearable awards, rewards and accessories,” emphasizes Mark Abels of Selco Time. If a client expresses a belief that watches are irrelevant due to the ability to tell time instantly on a smartphone, explain that “watches do not compete with phones because just as telling time on a phone is a second function, for many people it is also a secondary or complimentary function on a watch. The real reason they have it is to show their personality, accessorize their outfit or commemorate achievement and what better product to commemorate than one you can show off every day everywhere you go?” he offers.

Dean Resnekov of Indigo Watch agrees, noting that watches continue to be one of the most recognized aspirational wearable rewards. He emphasizes, “Aside from taking a chain, adhering it to your plaque and wearing it around your neck, there are few customizable ways to announce that you are a winner than showing off your award on your wrist. When it comes to a recognition or years of service award, what better way to thank your employee for their time, than with the gift of time?”

Trends

How often have you noticed a watch on someone’s wrist? A watch is certainly captivating for many reasons. People collect them, and some wear more than one as a fashion statement. Vintage watches (and clocks) are making a comeback – including those 1980s square digital watches and Victorian-era men’s pocket watches. If there is a true trend – it’s that we love our watches.

Yellow-gold, followed by rose gold and stainless steel are trending in watches right now, Brey observes. “All of the fashion lines are showing yellow gold paired with navy blue. For both men and women, there has also been an increased need for smaller, thinner classic designs. Today there is a strong movement toward office-appropriate dress. Young, ‘on the go’ men and women want style and functionality that they can get from a watch.”

Abel also sees that watches are “as wide open” as the industry has ever seen. His company sells the Fossil Q series technology build-in – that look like a traditional watch. And Selco is introducing wood watches from Jord, which he says has received positive response at recent shows. “Trend wise, we are seeing that large-diameter cases are still popular but they are getting thinner. Another trend we are seeing is more customized packaging.”

When it comes to what’s trending in clocks, says Forrest, adding that dial-imprinted logos and engraved case backs or plates help companies and brands add a special, noticeable touch. She points out that clocks are a unisex gift which is very attractive for campaigns that rely on a product relevant for men and women. “Plus, with the ability to be personalized, they become much more than just a timepiece. Home décor has emerged as one of the biggest incentive categories,” she describes.

According to Resnekov, functionality in analog sport watches have “become all the rage.  Seiko pioneered several features in diver’s watches that are now widely accepted as setting the global standard, including the ‘accordion’ or corrugated style strap, the wide arrow shaped hands for extra legibility, and the two-piece case construction for added security,” he explains.

In aviation watches, Resnekov explains, Seiko invented the trigonometric slide rule that allows pilots to make complex calculations in flight, plus it runs by solar power so the end user/recipient doesn’t have to worry about changing the battery.

Another point to bring up to clients – atomic clocks and solar power. Basically, these ensure that the watch displays the correct time, not a minute or two ahead or behind, and a moment can, for certain people, be crucial.

For example, says Resnekov, Indigo Watch’s Radio Sync watches are very hot now because they use solar power. His company’s Coutura and Prospect series contain watches that automatically receive signals from the atomic clock in Colorado, or any other atomic clock worldwide (depending on where the wearer may be). “On top of that you can force the signal to automatically set your time and date so the world traveler can always be “on time.” There is little better feeling than waking up the morning of a daylight savings day and not having to reset your watch.” 

What’s Exciting

New from Selco, says Abels, is the Fossil Q Hybrid.  A smart watch that can be imprinted like a traditional watch and looks like a traditional watch, but can provide notifications and counts steps “is really cool,” he remarks, revealing that Selco’s sales team has “had a lot of fun showing it off to distributors and we know distributors will too.  It can be used in the same traditional programs as watches but it will also have a lot of appeal for programs targeting tech companies or millennials.” 

Bulova recently expanded its Bulova CURV collection with the introduction of ladies’ styles, according to Forrest. “Bulova CURV features the world’s first curved chronograph movement,” she explains. “The collection advances technical engineering with a sleek ergonomic design and a slim case previously not achieved in a chronograph movement.”

For more than 30 years, Cliff has been speaking, training and consulting internationally to associations and national business groups on more effective ways to market themselves, their products and services, as well as motivating their personnel. Recognized by PPAI for his creativity, he has won the prestigious PPAI Pyramid award 25 times, and the Printing Industry's PSDA’s Peak Award for creativity five times in three years. He has also received PPAI's Ambassador Speaker of the Year Award six consecutive years and was the inaugural recipient of PPAI's Distinguished Service Award. Named one of top six industry speakers and trainers, he also was recognized by PPAI in the book, "PPAI at 100," as having a significant influence in education. He has also been recognized by Counselor Magazine as one of the Top 50 Most Influential People in the Promotional Products Industry. You can engage with Cliff at http://www.myengagepage2.com/cliffquicksell.

Indigo Watch, says Resnekov, is excited about its Seiko styles – Coutura, Prospex and Tressia. Coutura is promoted by brand ambassador Jimmie Johnson, the renowned NASCAR driver, and this watch “capitalizes on many of the latest trends of style and function meeting in one collection for men. New perpetual chronographs and kinetic watches offer the most advanced environmentally friendly watch technology. Alternatively, Seiko has used its expertise in sports timing and capitalizing on the success of tennis’s Novak Djokovic to further develop the Prospex Series of wristwatches. Prospex, which is short for professional specifications, are the true adventurer’s watch. Tressia is the cutting-edge of ladies’ diamonds pieces and these watches are rich in retro-inspired style with diamond accents. Because it converts all types of light into energy, no battery replacement is ever required. With a 12-month power reserve and three bar water resistance, Seiko Tressia is as convenient for you as it is good for the planet.”

Watches, in short, are timeless. However, watches are very personal – one woman’s preference is different than another. Because preferences range, when consulting with your client about the end use, likely as gifts or rewards, stick with a supplier that has many options. Work with your client to narrow down a small selection and suggest that the recipient himself or herself choose from those.

When the end-user actually wears the watch with pride, any compliment will be met with the story of how he or she obtained it, which equals outstanding, positive client exposure.

CASE STUDIES

Gwen Brey of Beacon Promotions: “An electronics company has a service award program with their 200-plus employees. They have a book with a variety of gifts the employee can choose from when they meet various anniversary milestones within the company. One of the items the employees can choose when they hit their five-year anniversary is the Bulova 36B100 Men’s or 36M100 Women’s Silver Watch. Each watch is ordered one at a time with the company logo on the dial and the employee’s initials and anniversary date engraved on the back side of the case. The employees love their brand-name Bulova watch and with the personalization it is something they will keep and use for a long time.”

Mark Abels of Selco Time: “One of our favorite new programs is the new employee watch. We have been talking about it for a few months and we have a few companies who jumped right in. It is part uniform, part 'thank you' for being part of our team. It does not have to be expensive but it can have a lot of impact on a new hire.”