We take it for granted every day, but the constant ticking of the clock is no small feat. Lifetimes of work went into studying the positions of the stars and timing of the seasons, information necessary to determine the rotation of the planet on its axis and around the sun. All of astronomy deals with understanding the movements of these massive heavenly bodies, and the information culled allows us to narrow our years to exactly 365.25 days, and narrow our days to exactly 86,400 seconds, all so your microwave can constantly flash 12:00.
Some people, like this author, think about time because they have too much of it on their hands, but other people think about this big concept because it’s big business. It’s easy to forget that clocks constantly surround us, flashing from the corner of your computer screen and on the cell phone in your pocket, and chances are you’re wearing a watch as well. The omnipresence of timepieces is no accident—someone is building a clock into everything, and that means there’s someone selling it. Promo Marketing spoke to four experts in the industry to learn what you need to know to keep timepiece sales moving around the clock.
FACE TIME
How often do you check your watch? Take a moment and think about it. Two, three times a day, just around lunch and quitting time? Think again. According to John Costelli, vice president of sales for Castle Merchandising, Garden City South, N.Y., “On average, people look at their watch 20 to 25 times daily.” Few realize they’re doing it, but people unconsciously check their watches constantly—you may even have looked at it while thinking about how often you look at it. This perpetual presence is one of the strongest arguments for watch promotions. “That logo message on the watch is constantly being reinforced throughout the day,” he explained.
Spending more time focusing on time than you realized? That’s not the half of it. “Clocks are looked at over 40 times a day,” said Michele Jennrich, MAS, Northeast/mid-Atlantic sales representative for Howard Miller Co., Zeeland, Mich. That’s 40 times for the clock on your desk, 40 times for the clock on the wall, 40 times for the clock on the TV—you get the idea. “There is no better way to maximize the exposure for a company … than with a product that is as functional and memorable as a clock,” Jennrich said.
WATCH THAT MAN (AND WOMAN)
“When you think about it, you will realize that a watch is one of the few items of jewelry to be worn by most men,” said Bill Peak, national sales manager for Lakewood, New Jersey-based Belair Time Corporation. “Traditional status symbols, among men in particular, include exotic automobiles, expensive shoes and fine timepieces.” Consequently, men tend to be very particular about their watches, wearing those that have prestigious or sentimental value. According to both Peak and Costelli, popular features of men’s styles include oversized faces (those 44 mm in diameter and larger) and stainless-steel cases.
For the fairer sex, diamonds are a girl’s best friend. “Crystal embellishments on ladies’ watches have been trending for a while now, and is one of our biggest categories,” said Costelli. “For example, crystals set into the bezel or crystal hour markers, just to add some glitz to the item.” He also noted that oversized watches, comparable in size to men’s, are increasingly popular for women.
Going into 2011, you can expect current styles for both genders to remain popular. “The watch trends right now are stainless steel, large case sizes with lots of jewels, real diamonds, crystals or stones, and multi-function dials,” said LauraLee Pullara, director of new business development and East Coast regional sales manager for Bulova Special Markets, a division of Bulova, Woodside, N.Y. “Early reports say that we may see a hint of goldtone coming back next year with all the same bells and whistles.”
YOUR TIME TO SHINE
Jennrich pointed out that timepieces are in a unique position among ad specialties because they present “the opportunity to be very competitive with the brand name and offering a branded or logoed product.” Many of the most popular retail watch brands are available in our industry, allowing an end-buyer to associate their company with an established label and, consequently, that label’s image. “Branded items have a retail image, higher perceived value, and more fashionable and trendy designs, which makes them more desirable,” explained Costelli. “A recipient can feel proud in both wearing and showing off their watch knowing there’s a reputable brand name behind it.”
When it comes to embellishing brand-name items, care must be taken to preserve the retail appeal of the piece. “Both men’s and ladies’ watch dials are customizable. The reality is, however, that many companies choose to engrave the caseback with a logo, rather than imprinting the dial,” explained Pullara. Costelli agreed, adding, “In many cases on our higher-priced watches, we noticed that our customers prefer an engraving on the back as to not disturb the beauty and design of the watch.” As luxury watches such as these are often given for personal and individual achievements, an engraving on the back allows the watch to be seen by everyone while reminding the recipient who provided it.
TIME IS MONEY
Constant impressions and popular styles explain why your customers should buy watches, but doesn’t explain why you should sell them. “The presentation of a high-quality product utilizing an elegant package makes for a high level of satisfaction for all parties concerned,” said Peak, adding, “It doesn’t hurt that there is a very generous mark-up structure.”
That’s the bottom line: there’s a lot of money in time. And it’s not just the price of the timepieces that makes them lucrative—these are sales that renew themselves like clockwork. “Watches and clocks have an individual higher margin than most products and usually are sold in programs that redeem annually,” said Pullara. As recognition pieces, customers will be placing orders annually for everything from end-of-year awards, years-of-service pieces and traditional retirement gifts.
Due to their popularity as gifts and awards, it is unsurprising that the fourth quarter is the busiest time of year, but that doesn’t mean you should wait until the end of the year to approach your clients. “Here is the really, really, really big secret in the marketplace when it comes to selling watches and clocks: don’t wait for your client to ask for one,” said Pullara. End-buyers already think of these as awards to give out each December, and it’s your job to show them that it’s always the right time for clocks and watches. Sales contests, loyalty programs and business retreats happen all year long, and there’s not a minute in the day when companies shouldn’t be reinforcing their brands. “Be proactive and present watches at every opportunity,” she said.
