Mechanical watches. They’re driven by a storyline.

Watch brands seem to fall into two distinct categories. The ones like Patek Philippe, Rolex, Panerai and Hublot who seem tuned into their audience and constantly deliver massive profits and a strong identity. And all the rest.

So what’s the difference?

These smaller players often ape the habits of the successful brands without realising what those brands have done to get there.

They numb a reader with endless trivia about the technical points of a watch without those details ever forming part of a bigger picture. They use a clunky form of mistake-ridden English.

And they neglect the power of social and digital media done well. Most of all they miss out on developing a true narrative and sense of identity for their brand. The cost is many millions of wasted euros on advertising that doesn’t do much for the marque.

But it doesn't have to be this way.

THE IDENTITY TRANSACTION