How to Do a Limited Edition Tribute the Right Way: Oris and the Hank Aaron Limited Edition
When you see press release after press release hit your inbox, with nearly every news item celebrating an anniversary, or honoring somebody who may or may not have anything at all to do with watches, it’s easy to become cynical. Watch companies, after all, exist in part to make money, and highlighting an association with the past, or a synergy with a partner, is relatively low hanging fruit to get your name, and watch, out there in front of the public, potentially grabbing fresh eyeballs that might not be familiar a brand’s particular story. Some brands navigate these waters with all the tact of a late night infomercial, but others have a knack for doing it gracefully, and authentically, and that was made evident over the course of the multi day launch event around the new Oris Hank Aaron Limited Edition in Atlanta. One of the first things to know about Oris is that VJ Geronimo, CEO of the Americas for the brand, is a massive baseball fan. I mean, he’s really into it. Find him on Instagram, and you’ll see that his profile picture has him in a Yankees cap, posed in what I assume is the home team’s dugout. Oris Day at Yankee Stadium (and other major league ballparks) is an annual event, and once you experience a game with Oris, it all just kind of makes sense. Baseball is an old fashioned, uniquely American tradition in the same way that watchmaking is loaded with history and predominantly Swiss. In a contemporary context, the things that bind them together are c...
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