Narrative
TIMEKEEPers

Narrative TIMEKEEPers: Luxury watch brands are framing new releases through familiar worlds such as astronomy, media and historical figures rather than exclusively presenting them as feats of craft. This approach gives consumers an immediate way to connect with a technical product that might otherwise feel specialist or abstract. 

As phones have absorbed the practical task of timekeeping, consumers are more likely to judge an analog watch on what it represents. Clear cultural references help to justify spending in a discretionary category by letting a luxury purchase say something specific about the wearer’s interests. A buyer comparing movements and water resistance is doing due diligence, but a buyer drawn to a piece tied to a shared cultural reference is already picturing themselves wearing it, or envisioning their intended recipient, and considering the statement it makes about them.