Watchlords

Imagine for a moment that you are a marketing executive working for a long-established Swiss watch company in the late 1950’s. Your company elves have been beavering away and have developed, in response to some inspirational top-down management directives, a new watch movement whose list of innovations has the potential to launch a new product line into the limelight of acclaim and commercial success. In your creation of the accompanying marketing materials, your remit is to strike a balance between promotion of technical innovation to excite the inner geek in your target market audience but laced with enough fluff to appeal those attracted more broadly by the lure of the latest, biggest and best new thing. The company is Girard-Perregaux and the watch is the 39 jewel Gyromatic launched in 1957.

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