26 Feb '14, 1am

The Evolution of Watch Names (Rolex, Patek, Shinola, etc) … #naming #branding

The Evolution of Watch Names (Rolex, Patek, Shinola, etc) … #naming #branding

Whether Rolex would have climbed to the top of the watchmaking heap with a different name is impossible to know. “It’s a chicken or egg scenario,” said Amit Dev Handa, the luxury timepiece concierge of the Mandarin Oriental in Las Vegas. “The names of these watches are all very easy to pronounce and they give people a point of reference.” Take what many consider to be Mr. Wilsdorf’s greatest creation, the Rolex Oyster, the first water-resistant watch, unveiled in 1927. Associating his luxury timepiece with the image of a sea-dwelling mollusk, the pioneering marketer conveyed an essential point about his product: It concealed something rare and valuable. When Mr. Wilsdorf added the word Perpetual to the name in 1931, denoting the model’s first-of-its-kind self-winding wristwatch movement, he all but sealed its groundbreaking legacy.

Full article: http://www.nytimes.com/2014/02/25/fashion/iconic-names-fo...

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