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...according to my personal liking, of course 
It’s a long weekend so I decided to make it a 5+5.
There aren’t very clear lines drawn between what is a corporate slogan, a brand slogan, an advertising slogan and a “tag line”, so let’s just treat them as one same type of things here. However, while a corporate and a brand slogan usually communicate the corporate/brand values or simply stating a fact that they are proud of, an advertising slogan could cater to a specific model or a range of products and hence target a certain customer segment, and should be seen in that context. It is also important to note that while corporate and brand slogan almost never change, there could be different advertising slogans across different periods and different watch models within a brand.
In my selections I have disregarded brands that no longer exist though we can still find some of their advertising slogan in the www, as I feel there are already too many to choose from the existing brands which you and I can better relate to. So here it goes...
Best 5
5. Tudor (Sport)
Designed for performance. Engineered for elegance.
A smart twist of words. Pretty standard marketing stuff, but nice and relevant.
4. Milus
The playful spirit of time
A creative way in describing time as “playful”. Sings to me.
3. Jaeger-LeCoultre
Have you ever worn a real watch?
I thought this would appeal to watch lovers who appreciate horology. At least it does for me.
2. Swatch
Time is what is made of it
Very often, the word “time” could also be interpreted as “time piece” in a watch adverting slogan and this is one good example. It is meaningful whichever way you interpret it. Be a master of time (time piece), not a slave
1. Patek Philippe
You never really own a Patek Philippe; you merely look after it for the next generation
My favourite, and many people’s favourite I guess. There were some arguments over whether it delivers a good message from marketing point of view as you want people to buy more and not just one for many generations. But hey, we are talking about the most prestige brand, and this slogan surely projects the brand image as such.
Worst 5
5. Girard-Perregaux
Watches for the few since 1791
Obviously what it means is “watches for the few privileged”. Somehow it sounds to me like watches very few people would buy. And that is a no-no for someone who likes to flip watches.
4. Bell & Ross
Time instruments
Lazy marketing for stating the obvious. In our Singlish: Say already like never say.
3. Corum
Unlock and conquer
Unlock what and conquer what? I read all the small prints on the ad but still couldn’t figure out. Unlock time and conquer time maybe? Still I don’t get it. Can someone please enlighten me?
2. Maurice Lacroix
Follow your convictions
Well, I think it means follow your own judgment, which is another very boring and uncreative statement. It doesn’t help that the spoke person on the ad is the bald Dicky Cheung (张卫建). I don’t know about you, but I personally find it hard to look upon a short bald man for style. I like Dicky as an actor, but the only show I can remember he has acted in is the Monkey King, in which he actually had a lot of hairs.
1. Richard Mille
A racing machine on the wrist
Richard Mille uses this slogan across a range of models, so there are different images for different ads but with the same slogan. One of the ads for the Caliber RM020 Tourbillion Pocket Watch that costs SGD 583,428, in which a woman put her arms around a half-naked man and holding that watch on one hand. How the watch is comparable to a racing machine I have totally no clue, apart from its price. And it is not even meant for the wrist.
I can’t say I have seen most of the watch ads, so if you have come across something better or worse, please share.
It’s a long weekend so I decided to make it a 5+5.
There aren’t very clear lines drawn between what is a corporate slogan, a brand slogan, an advertising slogan and a “tag line”, so let’s just treat them as one same type of things here. However, while a corporate and a brand slogan usually communicate the corporate/brand values or simply stating a fact that they are proud of, an advertising slogan could cater to a specific model or a range of products and hence target a certain customer segment, and should be seen in that context. It is also important to note that while corporate and brand slogan almost never change, there could be different advertising slogans across different periods and different watch models within a brand.
In my selections I have disregarded brands that no longer exist though we can still find some of their advertising slogan in the www, as I feel there are already too many to choose from the existing brands which you and I can better relate to. So here it goes...
Best 5
5. Tudor (Sport)
Designed for performance. Engineered for elegance.
A smart twist of words. Pretty standard marketing stuff, but nice and relevant.
4. Milus
The playful spirit of time
A creative way in describing time as “playful”. Sings to me.
3. Jaeger-LeCoultre
Have you ever worn a real watch?
I thought this would appeal to watch lovers who appreciate horology. At least it does for me.
2. Swatch
Time is what is made of it
Very often, the word “time” could also be interpreted as “time piece” in a watch adverting slogan and this is one good example. It is meaningful whichever way you interpret it. Be a master of time (time piece), not a slave
1. Patek Philippe
You never really own a Patek Philippe; you merely look after it for the next generation
My favourite, and many people’s favourite I guess. There were some arguments over whether it delivers a good message from marketing point of view as you want people to buy more and not just one for many generations. But hey, we are talking about the most prestige brand, and this slogan surely projects the brand image as such.
Worst 5
5. Girard-Perregaux
Watches for the few since 1791
Obviously what it means is “watches for the few privileged”. Somehow it sounds to me like watches very few people would buy. And that is a no-no for someone who likes to flip watches.
4. Bell & Ross
Time instruments
Lazy marketing for stating the obvious. In our Singlish: Say already like never say.
3. Corum
Unlock and conquer
Unlock what and conquer what? I read all the small prints on the ad but still couldn’t figure out. Unlock time and conquer time maybe? Still I don’t get it. Can someone please enlighten me?
2. Maurice Lacroix
Follow your convictions
Well, I think it means follow your own judgment, which is another very boring and uncreative statement. It doesn’t help that the spoke person on the ad is the bald Dicky Cheung (张卫建). I don’t know about you, but I personally find it hard to look upon a short bald man for style. I like Dicky as an actor, but the only show I can remember he has acted in is the Monkey King, in which he actually had a lot of hairs.
1. Richard Mille
A racing machine on the wrist
Richard Mille uses this slogan across a range of models, so there are different images for different ads but with the same slogan. One of the ads for the Caliber RM020 Tourbillion Pocket Watch that costs SGD 583,428, in which a woman put her arms around a half-naked man and holding that watch on one hand. How the watch is comparable to a racing machine I have totally no clue, apart from its price. And it is not even meant for the wrist.
I can’t say I have seen most of the watch ads, so if you have come across something better or worse, please share.
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