New fashion accessory Slow helps modern men slow it down in the midst of our hyper-connected society. The Swiss made watches use one hand to portray time in a 24-hour view. This gives a man a "much better consciousness about the progression" of his day. The start up designers behind Slow shared insight into the challenges of marketing a new fashion brand.
Discuss the inspiration for Slow.
The inspiration really came from inside of us. We felt that we were chasing through life and could never just live for the moment. When we talked to the people around us, we realized that everybody was feeling more or less the same. That’s why we thought it would be great to create a brand around it.
Why do you think men are interested in another watch style?
The core element of slow is to value time again. And of course there is no better product to represent time than a watch. The watch is still the only real accessory a man wears. It tells a lot about one’s personality and values. Men like to show their attitude. That’s why they like the slow watch. Rather than showing off that they have money, it shows that they are smart and that they are in control of their time.
Your watch requires a bit of training to understand. How does this impact the marketing and conversion of site visitors to purchases?
Actually, we find that most people who come to our website get the idea very quickly. Just the brand name and the 24 hour one hand concept make them think and connect the dots.
How is the marketing of Slow Watch different than marketing other products?
As understatement is a core value of our brand, we communicate more subtly than most other brands. We don’t try to shout out loud but to find smart ways to have people experience our brand and introduce them to the slow way of showing the time. We have a very straightforward and authentic story to tell, so we don’t need to make up artificial marketing stories. The marketing is simple; it’s just telling the slow brand story to our audience.
Tell how your team positions slow watches to the market.
Since we’ve mainly been working on online sales, we have a pretty small set-up overall. We just started to work with Hollywood Branded as our US PR agency. We’re targeting the new generation of businessmen and women; those who have been working for just a few years, are rather successful, but are also casual and informal. If these guys are anything like us, they’re totally bored by all the dusty watch brands out there.
Why Nigel Barker? How does his image and brand complement the Slow Watches brand?
We think Nigel is really ‘slow’ and hence a great fit for our brand. Even though most of his life is rather fast, he is always in the moment no matter what he does. That’s why he is valuing his time and why he is always authentic. These elements are much more important to our brand than the speed itself.
How has social media changed a fashion accessory’s ability to launch?
Social media changed it big time! Nowadays marketing your brand is less about the money you spend on marketing and advertising and more about presenting relevant stories that people want to share. Our story is a sharable one, making our brand more or less just as worthy of social media presence as a Rolex or Omega.
Discuss the creative and marketing strategy in the design of the site.
It was all about finding the balance between a sophisticated clean look that focuses on the watch and a highly emotionalizing visual brand world. And of course we wanted to celebrate our great product. That’s why we have so many photos, information and videos for every single SKU. This is why being online has been so great for slow; a website can achieve all of that while being in a traditional store may limit communicating all of this to your audience.
What trends to you like? What changes do you notice from other decades such as the 1990’s?
As everything became overdone and overcrowded, many men seemed to begin to gravitate towards more simple things. But as everybody knows, it’s much more difficult to create something simple that is still new and unseen than a new over-the-top crazy design. We like smart, clean, understated things with a story and personality. Really those qualities that are considered timeless, so not really sure if “trend” would apply here.
Who are these men that want to slow it down? What makes them different?
We are that new generation of businessmen. We are passionate about our careers, but also just as passionate about our lives outside of them.