Psychology of watchmaking

Psychology can also be a motivation for deep innovation in watchmaking. Since the rise of the clock tower during the Middle Ages, timekeeping has organized society with ever-increasing precision. Clocks and watches govern every aspect of modern life, accentuating emotions ranging from anxiety to impatience.

Recognizing the relationship between impatience and timekeeping, Omega released a marketing campaign that focuses on just that: watchmaking.  The innovation is in how these are combined to give expression to impatience, to provide a mechanism for controlling it, and perhaps even to analyze this very human trait by reducing it to clockwork and its watchmakers. This specific publicity ad features George Clooney. And well, new ground has been broken, and I would pay good money to learn the buttering up process involved in getting George Clooney to beautify a watch maker’s monocle and lab coat for this photo shoot. Good thing Clooney looks perplexed in this shot, because while I am sure he owns a few Omega watches, he has never had any experience making them or working on them. With perfect segmentation and targeting of this add, the position stage will be the key point to launch into the market. “Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” Apart from celebrities or rich people who wish to wear a specific watch to reveal their status, the functions of a watch are almost the same and there is no big difference between the watch itself. So, it is important to display the brand image or unique features which makes the brand into a special item. OMEGA creates the image that when customers wear their watch, they may feel they are in a better social class, with fashionable and on-trend taste. Also, the unique feature of the add, focusing away from the luxury lifestyle image, witch sober green and grey colors give the whole ad a serious impression. And since this is a recruitment campaign and not the traditional selling campaign, pushing for a more sober clean and serious image is a good option. Its obvious OMEGA used a differentiated targeting strategy here.

The who purpose of this advertisement is to get people excited about the “wide wonderful world of watchmaking.” Not because Omega makes money on watch maker schools, but because world demand for high quality watches is at an all-time high, and the pool of skilled watch makers (or any watch makers for that matter) is low. In fact, the ad here is looking for people who are already trained and have experience. Because there is such high demand for watch makers, companies are looking to attract more laborers. The reason has to do with production limitations. High quality watches need skilled technicians to build and service. Robots cannot do this work, and watch companies want to build as many as they can sell. Which has proven to be a problem in today’s clock-business. Where the supply and demand are clearly struggling. So, have you considered a career in watch making?

New watch making schools are popping up all the time due to this increasing need. School programs are generally intensive, but because the market is rich right now, it is an attractive prospect for those interested in the field.

There are numerous tools available to gain a competitive edge in marketing, but the most popular in marketing studies are the marketing mix, the 4Ps, namely product, place, price and promotion. Product is a tangible or intangible item that a company offers to their customers and is also an important element when starting a marketing action. It is not good enough to have an excellent marketing strategy; the product itself also needs to be desirable and attractive as well as the makings behind it. In addition, the brand needs to have its own features or specialty to allure customers’ motivation to purchase. OMEGA is one of the brands which specialized in design and is known for the quality of manufacturing. Its orientation as the technological innovator, outstanding quality, and the involvement in sports and design also makes OMEGA a clearly recognizable brand in the watch market. Which is what OMEGA is successfully communicating with this specific watchmaking campaign.

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