November, 2013 – This article from Luxury Daily discusses Swiss watchmaker Raymond Weil’s video showing the craftsmanship and precision that goes into each watch. (http://www.luxurydaily.com/raymond-weil-shows-step-by-step-watch-production-in-social-video/)
By Jen King
Swiss watchmaker Raymond Weil is showing watch enthusiasts and unfamiliar consumers that its watches are true contenders of heritage brands due to its craftsmanship and central values.
Raymond Weil’s short craftsmanship video is meant to build brand awareness for the relatively young brand as it continues to compete against the large brands that boast a long history of fine horology. Touting craftsmanship and precision is valuable for watch brands aiming to stand the test of time in a tight market.
“Credible craftsmanship is important for any product that is marketed at premium and luxury price points, as are Raymond Weil watches,†said Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“Consumers want to know the price they are paying is providing them true quality and value,†he said.†“This video does a great job of showing the meticulous level of detail that is performed manually when creating a fine watch.
“This demonstrates the cost of producing such a watch and thus provides a rationale for its pricing.â€
Mr. Kurtz is not affiliated with Raymond Weil, but agreed to comment as an industry expert.
Raymond Weil was unable to respond before press deadline.
Show and tell
Switzerland’s Raymond Weil is publicizing its values with a social video that explores the craftsmanship involved in the manufacturing of its wristwatches.
Using its Twitter account, Raymond Weil piqued the interest of watch enthusiasts by asking if they ever wonder how its timepieces are created.
The tweet links to a Facebook photo album with still images from the watchmaker’s “Precision is my Inspiration†social video. The four-minute video portrays the connection between watches and musical compositions.
To emphasis Raymond Weil’s dedication to craftsmanship, the watchmaker released an abridged version of the longer “Precision is my Inspiration†video to only include aspects of skill. The “Craftsmanship†video narrows in on the intricacy involved in creating a Raymond Weil wristwatch.
Raymond Weil positioned the abridged version of its video by asking its Facebook followers what its most important characteristics and values are. The brand answered with “precision, quality, reliability and nobility†with the visual aid of the film.
The 90-second video begins with a pianist sitting at a piano while writing down the notes of a composition. Next, the camera views the composer’s notebook, baton and a wristwatch blurred in the background.
Following scenes show a deconstructed watch with all its pieces laid carefully on a cloth. The camera scans over these pieces before showing a larger watch mechanism resting on a table with a pair of watchmaker’s tweezers above it.
The viewer then sees the mechanism lifted up and placed into the frame of a watch. The mechanisms begin to spin as the tempo of Mozart’s Concerto No. 21 increases.
In the following scenes, the watchmaker completes the face of the Raymond Weil watch by layering the different pieces of its face on top of the internal mechanisms.
The watchmaker is using the branded hashtag #RWInspiration to generate conversation among its followers.
The skill at hand
In an industry with an overwhelming amount of history, innovation and skill, using visual aids to display craftsmanship helps luxury brands ensure that their history is not overlooked.
For example, Italian fashion label Fendi publicized its participation in London department store Harrods’ Handbag Narrative exhibit by releasing a short video that showcases the craftsmanship behind its specifically designed handbag. The video shows a Fendi craftsman creating the individual elements of the exclusive 2Jours handbag sold at Harrods.
Similarly, Switzerland’s Jaeger-LeCoultre continued its anniversary celebrations with a heritage video narrated by actor Clive Owen that takes enthusiasts inside the watchmaker’s factory in the Swiss city of Vallee de Joux.
The social video emphasizes the watchmaker’s 180-year history and the innovations made by founder Antoine LeCoultre throughout his career.
Smaller luxury brands may not generate as much increased awareness through the use of craftsmanship videos, but brand enthusiasts will appreciate the quality.
“I doubt this video will do much to expand brand awareness in terms of the number of people aware of the brand, but it will certainly enhance the perception of the brand and familiarity with why Raymond Weil watches offer quality and value,†Mr. Kurtz said.