What Watch Collecting Tells Us About Brand Storytelling

What can watch collecting tell us about brand storytelling?

For collectors, a watch represents more than just timekeeping; it’s a symbol of precision, legacy, and personal identity. The allure of collecting lies in the emotional connection to these stories, which are carefully woven by brands to capture the imagination and loyalty of enthusiasts.

By exploring the world of watch collecting, we can uncover powerful lessons in how brands craft narratives that resonate deeply, creating lasting impressions and cultivating communities around a shared appreciation for timeless artistry.

It's All About the Story

Watch collecting is more than a hobby—it’s an immersive journey into the art of brand storytelling. Each brand, or particular watch, tells a tale, not just through its design, but through the heritage, craftsmanship, and values of the brand behind it.

⌚ The Hamilton Field Watch
⌚ The Omega Speedmaster
⌚ Santos de Cartier
⌚ Rolex Submariner
⌚ Rolex Daytona

All of these (and many more) are highly sought after because they each have a deep history.

To me, there is perhaps no better example of the power of brand storytelling than watch collecting.

There are three facts about watch collecting:

👉 Nobody needs a watch
👉 Watches are ridiculously expensive
👉 People look for any reason to justify buying them (it doesn’t have to be a good reason)

The story helps people connect with the brand or the particular watch, they allow the owner to repeat the story to others who inquire about the watch or that they have insider knowledge, and they offer some sort of justification for spending money on a watch.

Take for instance the watch pictured below – it’s from a German brand called Glashütte.

I suspect you’ve never heard of this brand and therefore should have no connection or impulse to own in.

But upon hearing the history of the brand, you may start to feel like you’ve found something special, you may even form a connection where you “have” to own one.

Glashütte is actually the name of a small German town of about 8,000 people, but they are the home to over 10 artisanal watch brands.

In fact, this town is considered the birthplace of Germany’s prestigious watchmaking industry, which dates back to 1845.

The town’s watch industry was disrupted by World War II.

However, after the reunification of Germany, these companies were reestablished as private entities, leading to a resurgence of high-quality watchmaking in the 1990s.

Today, Glashütte Original is a leading brand from the region, maintaining a strong reputation for luxury watches, known for their technical precision, craftsmanship, and the unique German aesthetic.

Upon hearing that, doesn’t the watch seem slightly more desirable? It’s like owning a piece of history.

The more storytelling and history you bake into your brand, the stronger the connection people will have.

Community Building for Brands

How do you make your brand stand out?

The answer lies in the age-old art of storytelling. Just as a perfect ball game keeps fans on the edge of their seats, a well-told story can captivate your audience, create emotional connections, and ultimately drive action.

The following was taken from the book, Three Uses of the Knife: On the Nature and Purpose of Drama, by David Mamet

What do we wish for in the perfect ballgame? Do we wish for our team to take the field and thrash the opposition from the first moment, rolling up a walkover score at the final gun?

No. We wish for a closely fought match that contains many satisfying reversals, but many of which can be seen retroactively to have always tended toward a satisfying and inevitable conclusion.

Continue Reading: The Perfect Ball Game: How We Can Use Drama in our Storytelling Marketing