Friday, August 30, 2013

A Watch Named After a Cheese

At the Expensive Watch Fair…
Customer: Nice watch. What’s the maker?
Salesperson: Parmigiani.
Customer: Sounds like a brand of cheese.
Salesperson: It’s a Swiss luxury watch, named after its designer, Michel Parmigiani.
Customer: Looks nice. How much for one?
Salesperson: We don’t sell them to anybody. We invite selected people.

A new approach to branding. 
Design a unique product linking it to other luxury makers, like Bugatti in this case.
Solve manufacturing challenges. 
No mass marketing. 
Target elite people. 
Price it beyond the pocket of the hoi polloi. Especially those who don't speak Italian properly.

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