The Opportunity for Watchmakers
The Watch Industry’s Opportunity With Smartwatches
Photo by Onur Binay on Unsplash
Something Benoît Mintiens said in our recent interview on my podcast Forward Momentum, really stood out to me. I asked him whether he felt a pull to protect the craft of watchmaking. His response floored me.
“Sometimes I have the feeling I need to protect the industry from ourselves. I sometimes have the feeling that certain choices that are made by certain players in the industry are not maybe the right ones and are short term driven, or opportunistic driven, and I regret that. I believe that we should, as an industry, make sure that you appeal and you are aspirational to a young generation. We could not all want to have to wear the watch of our fathers, of our grandfathers, because certain brands are into that, but we are not at all. We want the opposite. We want you to wear a watch that your father will never wear, because he could not, for the simple reason it was not there. To appeal to these people, you need to accept that they have been wearing an Apple Watch, because that’s a very important step to get used to the fact that you have something on your wrist that provides you a certain function, and that’s just there on your wrist, it’s there and you don’t have to take it out of your pocket or something, no it’s there and grow from there…As long are people are feeling better by wearing something on their wrist that provides them a certain function, and that function can be social status, let’s be clear here, it should not always be giving time exactly to the microsecond. It could perfectly be, I just feel better, I feel nicer with it, I feel stronger, I feel more reassured by wearing this than if I would not have it. As an industry we should have a very respectful and humble approach towards our customers.”
I love that Benoît is so honest in his approach. He is so clear that the industry needs to change. He is clear that the industry needs to accept and learn from smartwatches. He points out that many people from a younger generation are wearing smartwatches. Serious collectors wear them for travel or for exercise. While it feels like much of the industry ignores smartwatches, I think it is smart for Benoît and RESSENCE to understand the importance of smartwatches.
Smartwatches are relatively seamless. When you get one, you charge it, connect it to your phone, and use it for communication, streaming music, podcasts, payments, and so many other things. But for the watch industry specifically, it is important that smartwatches get people used to the idea of wearing a watch and wearing something on their wrist, that, as Benoît points out, offers them a certain value.
Once we get consumers used to wearing a smartwatch, there is a path forward to sell them a mechanical watch. There is a certain percentage of people who won’t want to make any changes and will simply continue to upgrade their smartwatch. But there is an opportunity to convert some smartwatch wearers into mechanical watch wearers and lovers. Those who are sick of notifications, buzzing, the uncomfortable nature of wearing a heart rate sensor 24/7, those who appreciate analog experiences and are tired of digital distraction.
In a world where screens dominate our attention, mechanical watches allow us to slow down, to appreciate the passage of time, and appreciate the aesthetic and technical excellence that make watches so interesting. Like Benoît says, not everyone should also want to wear a watch their father or their grandfather wore, simply because it did not exist or it was not technically possible at the time.
We are spoiled for choice with watch brands and offerings, but for independents there is a chance to share a viewpoint and a focus, a singularity that is not available from any of the major brands. It is a chance to be different. I don’t think we need more copies of Rolex or Patek — we need unique, individual voices who are exploring their own viewpoint and challenging their technical possibilities. I think this is where we will convert smartwatch users.
Smartwatches are seamless, most of the time, so long as their battery is charged, they just work. They update to a new timezone when your flight lands, they require very little intervention, just charge and go.
While wearing a smartwatch is seamless, wearing a mechanical watch is a complete joy. It doesn’t provide any distractions, it gives you exactly the information you need, and it works just by wearing or winding it, highlighting the simplicity and elegance of a mechanical watch. No distractions, just the time or time and date (or whatever complication exists in your watch), and the sheer improbable magic that the watch just works, and that so many small mechanical pieces could come together to create something so beautiful.
The marketing campaign practically writes itself.
To aid this marketing campaign, there is an opportunity to take a page from smartwatch manufacturers. Make the ownership of a mechanical watch seamless. Create digital instructions and owner manuals for first time mechanical watch buyers, include extra straps, and include a travel case with the watch. Ensure that the owner understands how and when the watch needs to be serviced. This is something that MING does so well — they include travel pouches and extra straps, because these were things that annoyed Ming Thein as a collector. And they should — brands don’t make it simple and smartwatches do — it is frictionless.
The smartwatch has changed the way the watch industry needs to approach customers. I don’t think more SKUs is the answer. Instead, watches that have timeless design, are beautiful, and that provide a seamless experience of just working are going to be the mainstay and the future of watchmaking. Instead of producing more watches, if the industry, and particularly independent watchmakers, can help to articulate a singular viewpoint on time telling and make the transition to a mechanical watch easy, those who seek respite from distraction, and desire a reliable companion on their wrist will most certainly be converted to the mechanical watch.
If you are a brand looking to execute an editorial strategy, but struggling to make the time to create the content, let us help you develop your ideas into long-form content and campaigns. Together we will develop clarity, confidence, and the words to explain your unique focus within the watchmaking world. The result? A deeper emotional connection with your collectors and a more efficient client development process. Get in touch to learn more.
