Watches Advertising: Time To Rebrand?

03 May 2021

Using our pioneering neuro-led research service, Engagement Insights®, we measured image perception against key marketing values, campaign imagery from leading brands across the Automotive, Fragrance, Cosmetics, Watches & Beverage sectors, in order to produce tangible results and deepen our understanding of what visual ingredients emotionally engage your audience.

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Sector by sector, we’re unveiling key insights into demographic splits. For the penultimate sector, we’re turning our hands to the Watch sector...

 

Methodology

Well known premium brands were selected for this study, testing two campaigns for each brand: their best seller and latest product launch (from 2019) in order to mitigate bias. This means there’s a mixture of female/male led advertising campaigns across the study. 

 

Sector Value

 Every brand in this sector values performance as one of their key value propositions and uses messaging around performance to influence consumer purchase behaviour. As a result, this sector’s value, like the Automotive sector, is high performance.

 

The Results

Overall, the watch sector ranked 3rd out of 5 sectors. The results from our benchmark suggest watch brands produce the most unique campaign imagery, according to consumers. 

However, the product shots don’t seem to reflect the quality of the watches they represent, as our results show that they were perceived the least premium across the whole benchmark. For a sector that relies and heavily advertises premium quality and luxury goods at high end prices, this is discerning. 

 

Interestingly, consumers found watch brands’ creative imagery as the most distinctive across the benchmark. This shows watch advertising is standing out from the crowd. The strength of association with unique is primarily driven by men, which in turn shows brands are successfully engaging with their target audience. 

 

PI Sector overall table

 

 

Geography

Men perceive watch ads to show high performance significantly more than women. This is an unsurprising result as the campaigns tested are primarily targeted at men and have endorsements for typically ‘male’ associated activities including sports and aviation. Where influencer marketing is used in the brochure imagery, male hero symbols such as James Bond are used. The campaigns are primarily targeted at men, and this will be the main driver for the strong association.

 

Watches geog

 

Gender

Men perceive watch ads to show high performance significantly more than women. This is an unsurprising result as the campaigns tested are primarily targeted at men and have endorsements for typically ‘male’ associated activities including sports and aviation. Where influencer marketing is used in the brochure imagery, male hero symbols such as James Bond are used. The campaigns are primarily targeted at men, and this will be the main driver for the strong association.

 

Watches Men Vs Women

 

 

Age

Younger respondents (Under 40s) ranked this sector as the most progressive. This is an interesting result, seeing as a lot of the brands are more traditional and classic in style. However, watch campaign imagery seems to successfully resonate and captivate younger audiences.

 

Watches Age

 

Insight

The creative ads in the watch sector scored highest ranking for positive, however the brochure imagery scored last for this attribute. This demonstrates that the watch sector should steer away from traditional brochure ads and lean into their creative side in order to emotionally engage their audience. 



In summary, watch advertising is seen as relatively distinctive and progressive, especially with younger audiences. However, the same campaigns have some of the weakest associations across the benchmark when taking into consideration emotional pull, high performance and premium quality, which ultimately brings down the sector’s ranking. These results demonstrate that watch advertising could significantly improve the ROI on campaign imagery if they focused on these values. 

 


Stay tuned for the insight scoop on the other sectors we tested in the Perception Index®

 

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