WATCHES
POWER OF THE BRAND
How do you choose your clothes, car or watch? Does the name really matter?
The wand chooses the wizard might make perfect sense in the world of Harry Potter, but could the same thing possibly apply to a watch? Do you choose a watch, or does the watch choose you? Well that’s obviously a daft question, because there are no magical powers at work here – you are a creature of free will and no matter if it’s a watch, a car or a sandwich filling, the choice is yours and yours alone.
But hold on a minute. Like it or not, from the moment you walk into a watch shop, or click your way into an online retailer, you are working through a flow chart that lays certain options out for you and doesn’t give you as much say as you might like to think.