ClickZ Watches Newsletter - 12.19.2024

Plus: AVI-8’s aviation watches bring stories to your wrist

Author

Sophie Bruxner-Randall
December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Watches, your essential newsletter for watch e-commerce professionals. 💫 This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Tom Brady Rolex Paul Newman Daytona sold for over $1 million at Sotheby’s, surpassing expectations. Despite its racing ties, the watch collector value dominated. Brady collection, including a unique Audemars Piguet, totaled $4.6 million. This highlights the strategic allure of luxury timepieces in high-profile auctions, appealing to affluent collectors.

AVI-8 watches seamlessly merge aviation heritage with modern craftsmanship, making them a standout for enthusiasts and collectors alike. Each model—like the Hawker Harrier Farley Multifunction with its innovative dual-time retrograde display or the Spitfire Lock Chronograph honoring WWII hero Eric "Sawn Off" Lock—encapsulates historical narratives with functional elegance. Other models, such as the Flyboy Wingman Worldtimer GMT Automatic and the Dambuster Chadwick Meca-Quartz, celebrate pivotal aviation milestones while offering features like 24-timezone tracking and precision meca-quartz movements.

AVI-8’s approach exemplifies the power of storytelling in product design. Highlighting a product’s unique heritage and innovation fosters emotional connections, turning purchases into experiences. Marketers can replicate this by weaving compelling narratives into campaigns, using detailed product pages to showcase both functionality and inspiration, and targeting niche audiences with authentic, heritage-rich messaging. AVI-8’s strategy is a masterclass in blending tradition with modernity to create products that resonate with passion and precision.

Hollywood increasingly collaborates with watch experts to ensure authenticity in films and TV, reflecting a strategic shift towards genuine timepieces. This trend highlights the growing importance of accurate period details, offering marketing professionals insights into leveraging authenticity and partnerships for brand visibility and consumer engagement in entertainment.

The luxury watch market shows potential for resurgence as consumers grow weary of high-tech gadgets and expensive soft luxury goods. Swiss timepieces, despite demand lagging supply, are gaining cultural relevance, offering strategic opportunities for marketers to capitalize on shifting consumer preferences and renewed interest in traditional craftsmanship.

Watch Launches ⌚️

The Big Bang Unico Sailing Team watch, a 100-piece limited edition, is crafted for the Vendée Globe race. With a carbon fiber case and Super-LumiNova coating, it ensures durability and readability.

Omega has launched the Speedmaster Pilot, a public version of its exclusive military watch. This model features a dual register layout, vibrant dial colors, and a Co-Axial Calibre 9900 movement.

Influencer Corner 📣

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

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