Editor’s note: I first wrote this story back in April 2017. And, in those more innocent days, I hoped I’d become a better person and not abuse those old favourites of the watch world. But you know what? Today I hang my head in shame. In the 18 months since this first published, I’ve written about innovation and icons a-plenty. I can be better. I will try to be better. This I pledge. A large part of my job is sifting through press releases. After a while they all start reading the same, thanks to the seemingly limited vocabulary of most marketing departments. And you know what the greatest irony is? While these communications have been designed to make the watch they’re talking about stand out and sound unique, the constant, jargonistic repetition of these rote phrases has precisely the opposite effect. Now, it’s only fair to point out that I’m far from guilt-free in this situation. I’m pretty sure I’ve abused all the below words at some point. But you know what they say – admitting you have a problem is the first step on the road to recovery. Icon A quick Google suggests that, outside of specific religious meanings,…
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