How Sporting Events Make Co-Branded Watches Part of Their Official Merchandise
For a sporting event, official merchandise is more than a fan service. It’s one of the event’s revenue streams. At large events, fans who come to the venue buy souvenirs in the official shop, and many more buy through the event’s official online store. That’s why events develop co-branded products alongside the event itself, and […]
How a Cycling Brand Added a Watch That Matches Its Kit
This client is a cycling brand with a broad range: bicycles, cycling apparel and accessories, and more. Its range grows every year with new products and new ideas. Like most cycling brands, it had plenty of ways to extend that range, including bottles, caps, socks, gloves and bags. The question was which of them riders […]
How a Licensed Watch Brand Turns New IP Deals Into Watch Collections Every Year
Every year, this client goes to comic and anime expos with one goal: finding the next intellectual property it wants to work with. Film franchises, anime series, characters, celebrity names. Some are newly popular; others have decades of fans behind them. The client is a watch brand that builds collections around licensed IP. Over the […]
How a Jewellery Brand Adds One or Two Watches to Its Collection Every Year
This jewellery brand develops a large number of new jewellery styles every year. Watches are a small part of that range, usually one or two styles a year. But those styles are chosen with the same care as the jewellery, because they sit in the same collection, the same displays and the same campaigns. The […]
How a Menswear Brand Made Watches a Steady Category Across Several Hundred Stores
This brand isn’t a watch brand. Its business is menswear, meaning clothing, bags and accessories, sold through several hundred stores. Watches are one category among many. Yet across those stores, watches sell in real volume, and they have earned a permanent place in how the brand presents itself. That didn’t happen because the watches stood […]