Watch Marketing Hits Fever Pitch

With many Asian and Latin American economies in turmoil, watch companies have turned their eyes on the big prize – the United States. Overseas brands are flocking to this market as if it were Ellis Island in 1900. The companies aim to sell not just a single watch to each consumer but multiple watches – with the help of enthusiastic retailers, of course. And to boost those sales they’re unleashing a lot of innovative marketing campaigns. Here’s what you and your customers will be seeing. Subtlety is out. Watch marketing these days is getting more radical and “disruptive.” Like a kid acting up in class, the unconventional advertising is commanding attention, especially among the young. The fresh marketing campaigns encompass virtually every medium. They are dominated by the big-time sports sponsorships, such as Swatch and the Olympics, Citizen and the U.S. Open tennis tournam
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