If you’ve ever picked up a glossy magazine or attended a major sporting event it should come as no surprise to learn that marketing is hugely significant in the world of watches. It’s also hugely expensive, competitive and, all-too-often, dull. From awkward posed photographs with A-list celebrities, to baffling brand ambassadors and the most tenuous of partnership tie-ins, for the average watch enthusiast the business of marketing these objects in which they invest so much passion can be confronting at best and alienating at worst. But obviously, it’s a strategy that works for many brands. Not all brands have the deep pockets and infrastructure to support this sort of sweeping approach to marketing, and instead they rely on a more surgical approach. H. Moser & Cie is one such brand. With a boutique approach and comparatively small production (these are ‘Very Rare’ watches, after all), Moser is proud to take a more personal approach with their marketing. Moser takes pride in personally knowing many of their end customers, and this one-on-one relationship between manufacturer and wearer leads to some interesting oppurtunities, like the Pioneer Tour. The Pioneer Tour, or #pioneertour for those on the ‘Gram, is a clever marketing activation…
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