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Watches Are Big Time
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| It used to be that a watch was perceived only as a retirement gift for longstanding and loyal employees. That time has passed. Today, promotional watches are used in all kinds of programs and come in a ton of styles and price points. |
Death and taxes are pretty much the only sure things in life you frequently hear about. But, when you think about all that’s really going on in most of our lives, you’ll realize there’s another constant: time. A watch has become a necessary accessory. Without one, we’d miss appointments, kids would be picked up late from soccer practice, movies would start before we got to the theater. Our whole life would be in disarray. But if everyone needs a watch and everyone already has one, why would you want to use one as a promotional vehicle? Watches are like calendars; most people tend to have – and use – more than one. Different situations can call for different watches today. And they have a very high-perceived value. “It used to be that 20 to 30 years ago, even 10 years ago, we had a watch we would wear all the time,” says Matt Westfield, a promotional consultant. “Now you find that people are more conscious of the setting. For instance, a guy won’t wear the same watch to the office he would to the golf course.” It’s been estimated that the average person owns at least three or four watches. That being so, do they have room for another? Will it be tossed into a jewelry box with that high school graduation ring and a pair of cuff links that were used twice? The short answer is no. “We find over and over again that if somebody receives a watch as an award, it becomes the most important watch in their collection, because it’s something they’ve earned or won and they’re proud to wear,” says promotional consultant Anthony Farrello. Of course, the same watch might not get worn to the ball game. Likewise, a watch that’s worn to the beach might not be worn to a board meeting. Or a watch reserved for a formal night out might not be the same one one wears on casual Fridays. “People have drawers full of watches,” says promotional consultant Dean Resnokov. “They change them by their outfit and with what they’re doing.” Still, that people have a need for more than one watch doesn’t necessarily speak to their promotional nature. What is it about watches that makes them so well suited for your logo or message? Why Watches? Regarding logoed items, some products are cool, others have staying power and still others reflect the latest fad. There are any number of reasons why your clients select a specific product to use for a promo campaign. So what sets watches apart? Perhaps the biggest factor is exposure. “The fact that the logo is printed right on the dial of the watch means every time someone looks at it to see the time, they’re seeing that logo or message,” says promotional consultant John Costelli. Such constant exposure can also create something beyond simple recognition that can’t be measured. “It’s something that people can wear every day, and when they look at it, they’re reminded of when and how they received it,” says Mark Abels, a promotional consultant. He mentions a series of studies that revealed people look at their watch 40 times a day on average and that it adds up to a product with good cost per impression (CPI). Even if someone looks at their watch only 20 times a day – half the average – that’s over 7,000 times a year. The CPI is literally a fraction of a penny. Repeat exposure creates familiarity. After awhile that logo or message creeps into the brain. “Impulsively or instinctively, if it had a message on it, subconsciously they’re seeing that message every time they check the time,” says promotional consultant Vi Smith. Of course, that’s not to say that every time a wearer looks at his watch he’s going to buy a Ford or crave a Mountain Dew. But if it works 25% or 10% of the time, or even 5%, that’s a lot of extra exposure for an ad message. It’s a promotional connection unlike any other ad in print, on the highway or TV screen. Another draw is that watches, especially high-end models (or those that mimic them), appeal to the fashion plate in all of us. It fills our need for status. And finally, it’s something different than a T-, polo or sweatshirt, yet similar to them. “It’s a wearable, it’s seen many times each day; and it comes in two styles – men’s and ladies’,” says promotional consultant Paul Smith. Time For … Watches can be used for a number of programs. Historically, they’ve been used for service awards, retirement gifts, safety awards and corporate anniversaries. But things are changing. “We’re seeing a huge surge at the end of the year for holiday gifts,” Abels says. Watches can also create goodwill as a gift tied to mergers and acquisitions. “In this day and age of uncertainty, a company needs to show its employees that it cares, with quality, pride and class,” says Westfield. Other specific watch uses? “I don’t think you can limit the programs they’re involved in; we see it across the board,” notes promotional consultant Jim Hagan. Others echo this. “Anything goes,” says Al Mansour, a West Coast promotional consultant. “It’s for a travel incentive program, a sales incentive, an on-pack premium, a sales meeting introducing a new product. In all these [situations] you can use one watch, and depending on the imprint and the way it’s decorated, hand it out 20 different ways to accomplish 20 different things.” Your Stamp On Time Don’t get fooled into the notion that a promotional watch must be imprinted on the face to be effective. There are lots of variables to consider. The first, and most important thing to do is talk to your counselor. Imprinting possibilities depend largely on style. Ask about available methods for the model you’re interested in. Options are generally different for a lower-end plastic model than they are for a higher-end gold model. Techniques used include, but aren’t limited to, pad printing, die-struck medallion faces, engraving, debossing, silkscreening and embossing. Technique also depends on location. Watches can be imprinted on the face, back, band, or less traditional places. “It used to be more limited,” Westfield says. “We’re now able to print on the hasp of a watch.” Sometimes, the subtlety of an imprint is a concern when it comes to logoed watches. If it’s a higher-end watch for an award or presentation, you might want to avoid a black logo on a white face or brightly-colored logo, unless it’s small. Tone-on-tone is another imprint choice. If you want something unique, that’s possible too. Your counselor can offer total customization, from colors to straps to hands and even custom-shaped cases. Another thing to consider when imprinting a watch is whether it matches the wearer. How would your clients or employees feel about a high-end model with a garish imprint? “We’re part of the fashion industry as well as the corporate world, and some watches, frankly, don’t lend themselves to imprinting very well, so we have to get creative beyond the dial.” “Some firms like to do an imprint on the front and the back,” says promotional consultant Trish Daley. “Or, some like to imprint on the back so the face doesn’t have a logo on it.” Another option is larger print on the packaging and smaller print on the watch. Or simply limiting imprinting to the packaging. Watch imprints are certainly a case where size matters. What’s In A Name? Watches are one of those product categories with a large offering of name brands. Many of those you see and love at retail can also be had through your counselor. But is the brand necessarily what you want? Is it the name, or more of a quality issue? There are brands available only as promotional products that are of equal or even better quality. Just ask. One benefit to using watches like this is that there are no awkward after-moments. “You don’t have to worry about recipients shopping it on the retail level,” Abels explains. Time After Time The main objective of a promotional watch is to get the recipient to slap it on her wrist, look at it 20 times a day and feel good about it. How long will people wear the same watch? “It has a lot to do with who the recipient is, how it’s presented and how they feel about the company who gave it to them,” Abels says. Twenty-five years is a long time to wear a watch, but not that unheard of. “If they buy an expensive high-end watch, they’ll wear it for 10 to 20 years,” Costelli says. “With fashion watches nowadays, being that the prices have gotten so low, [when people] get sick of the one they’re wearing, they’ll buy another.” Basics Still There Years ago, Timex’s TV commercials showed its watches being tested in ultra-rugged situations. The watch was then held up to the camera while John Cameron Swayze intoned, “Timex. It takes a lickin’ and keeps on tickin’.” Timex understood a basic about watches that’s still true – quality and functionality are extremely important to people. Promotional watches adhere to the same tenet. “It’s critical,” Westfield says. “It’s a major letdown for someone to get a watch that hasn’t been properly quality-controlled or doesn’t work effectively. When you put it on your wrist, it’s something you trust to be accurate. If it’s not, or if it dies in the middle, you’ve really been let down. That aspect is extremely important.” Ask your counselor what kind of warranties and guarantees are provided for watches. Regarding functionality, the basic rule of thumb is that a watch that works is paramount; a watch that does everything under the sun may not be. “You can load it up with lots of bells and whistles, but a simple three-hand watch or three-hand watch with a calendar – those types of things will never go out of style,” Mansour says. Also consider that occasion, quality and personalization often determine how long recognition watches are retained and how often worn. Fashion Forward The styles available for watches today are virtually endless, which is a good thing. Costelli notes, “People don’t want the same-old, same-old; they want something new, something fresh. While they may not be giving the watch to an older employee anymore, a lot of companies have younger employees who are going to demand something more fashionable.” As for hot styles, two-tones are still the most popular. Silver rallied about four years ago, and now, things are starting to swing back to gold, says Smith. “But it’s not a fast curve, it’s a slow curve.” Workplace trends also dictate what’s moving up. “In terms of general trends, it’s more of a focus on sport-type watches as opposed to traditional dress watches,” Farello says. “That’s just a reflection of business as a whole, as people are going more casual to work and looking for more lifestyle prizes and awards for employees.” Certain watches offer different influences. “In the analog end, I think there’s a lot more emphasis on modern designs like case stylings and color variations,” notes Smith. One recent trend is rose gold, a copperish gold that was very popular in the ’30s and ‘40s. Sometimes, other parts of a watch follow trends. That’s certainly true for bands. “Leather is still stronger than metal, but not by a great amount. Both are acceptable,” says Smith. “Clasp bracelets and expansion bands are a matter of taste as opposed to preference right now.” He adds that sizeable bands are also preferred because they allow more of a universal fit. Considering their everyday usefulness and surprisingly high-perceived value, watches in a promotional sense can almost be considered a classic. And they get closer every year. Joe Haley is managing editor of Imprint. |
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If you want cool, consider the sleek and futuristic design of this model that marries form with function. Ask for asi/62560; Indigo Line – specify Fall Imprint. |
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Watches with liquid-filled faces create a piece sure to be kept around for a long time. Ask for asi/67866; Logomark Line – specify Fall Imprint. |
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Sleek face, fine leather wristband and a quartz movement all scream quality. These attractive watches help the wearers complete a sophisticated ensemble. Ask for asi/91406; Timesquare Line – specify Fall Imprint. |
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Carabiner clip watches are becoming a staple, with all types of useful features like a bullt in thermometer and compass. Ask for asi/68915; Martin Line – specify Fall Imprint. |
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Just as the styles of watches available are plentiful so are the imprinting options. Ask for asi/86230; Selco Line – specify Fall Imprint. |
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Promotional watches are just as attractive and functional as those found at retail. Ask for asi/91435; TomaxUSA Line – specify Fall Imprint. |
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Swiss Army is a name many associate with a tradition of excellence. Ask for asi/90414; Swiss Army Line – specify Fall Imprint. |
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Want the number one titanium watch in the world? Call your counselor. Ask for asi/87560; Skagen Line – specify Fall Imprint. |
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Silver with gold toned accents are still popular watch choices whether bought at retail or used promotionally. Ask for asi/42427; Bulova Line – specify Fall Imprint. |
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Popular models and creative styling create a where-did-you-get-that appeal. Ask for asi/43270; Calemix Line – specify Fall Imprint. |
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Diestruck watch faces create an attention-getting yet still business-appropriate look. Ask for asi/86230; Bulova Line – specify Fall Imprint. |
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A brightly colored band, such as this royal blue, bridges the gap between business and casual. Ask for asi/91336; Timenet Line – specify Fall Imprint. |
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Multi-dial chronometer-style watches remain highly popular. Ask for asi/96467; Wenger Swiss Army Line – specify Fall Imprint. |
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