PEOPLE WHO LIVE in a modern world crave modern things. It’s almost laughable—actually, it is quite laughable—to think of some poor soul in this day and age bearing a boom box on his shoulders with blinking lights rivaling those on the Millennium Falcon and listening to the latest tunes from a basement-recorded Hi-Fi cassette—trademarks of the hip ’70s and ’80s. Why go through all the effort when the compact iPod and an entire generation of its relatives are available?
But, even in a modern world, there are some things better left alone: the inscriptions on American currency, the rain forest and the innocence of a child. In the world of promotional products, there, too, are standards that should be kept. Clocks and watches are part of that rare offering of promotional products that maintain classic allure in the face of changing times.
The promotional appeal of clocks and watches derive from several factors, according to Heather Cassese, president of Carmel, New York-based Calcutime. “They are constantly seen, they have a high-perceived value and they’re products you will always use and can stand the test of time,” she said.
Cassese said while her company’s products—primarily clocks—have not had occasion to change much over the years, its silver-finish selections have been popular lately. In addition, she said a trend taking place at Calcutime is the use of atomic clocks. “We carry USA and global atomic clocks,” she noted. “This clock sends a signal to a central location and automatically adjusts the time,” something modern timekeepers will relish. The company carries several models, including desk and travel atomic clocks, as well as those with built-in picture frames.
But as is the case in a modern world, modern conveniences and style are inevitable. Black IP, ionized plated bracelet watches, “have absolutely taken the market by storm,” said Shelly Burnett, marketing coordinator for the corporate markets division at Fossil, Richardson, Texas. Currently, the company is branching off into other colors, including blue, gray and maroon.
New to Fossil this year are men’s watches that feature both an automatic movement with a quartz movement. The items are oversized to 44 mm. “The dial (eye candy) displays a section of the automatic movement and looks very attractive,” noted Burnett. “These two movements work in tandem to not drain the power reserve on the automatic movement. You will not have to reset the time every time you put this timepiece on.”
Furthermore, Burnett has noticed a trend toward higher priced watches in the service and recognition sector. “We have seen a lot of action with our high-priced MW Michele line that retails from $500 to $3,000,” she stated.
Speaking of service and recognition, Burnett said this sector is the largest buyer of watches, followed by premium incentives and then traditional corporate identity. To prove her point, she recalled a time when a large company requested a gift for a safety milestone 10,000 of its employees were approaching. “This was a nationwide program with four regional grand prizes for a raffle if they hit the milestone,” she explained. “Four lucky members won new pick-up trucks and all 10,000 employees received Fossil watches and a letter from the CEO. We were told that our Fossil branded watches were the best awards ever.”
Many of Calcutime’s clocks are sold to colleges, insurance companies and government agencies, said Cassese. She noted the company has seen a 10 percent increase in sales over the past few years.
Burnett was blunt when she admitted the challenge Fossil faces is with “distributors going direct to China for non-branded products.” Calcutime faces similar issues. “The challenge we have is maintaining a low cost for our clocks,” said Cassese. “Overseas prices are rising, due to the cost of materials and freight. We have to order larger quantities in some cases to get a lower price.”
There are a number of creative ways to sell clocks and watches. Burnett said watches, in particular, should be sold as add-ons to apparel orders. “Wherever distributors sell wearables, they should be selling timepieces as accessories,” she said. “It works in retail; it should work in our business.”
And so the hand of time keeps ticking and the world keeps turning. Is there no end in sight for the promotional capabilities of clocks and watches? Only time will tell.
