One Watch to Rule Them All: A New Strategy Emerges at Watches & Wonders 2023
When you enter Palexpo, the enormous convention center that is home to Watches & Wonders, you have an immediate decision to make: right or left? A glance to the left and you see the Tudor, Rolex, and Patek Philippe booths. These brands, in a lot of ways, anchor the entire show, and dominate much of the conversation for the duration of the fair. If you look to your right, you’ll be greeted by something entirely different. This year, it was a giant Ingenieur, spread across the top of the IWC booth at the end of the hall, and it was hard not to get the message that this watch, and this watch alone, was the brand’s sole focus for Watches & Wonders this year. Building your Watches & Wonders presence around a single watch was a trend that came into sharp focus at this year’s event. The IWC booth at Watches & Wonders, viewed from the opposite end of the hall. Whether brands took a literal one watch approach (like Ulysee Nardin, who only showed the new Freak ONE this year) or put the lion’s share of their backing behind one release but dropped a few additional under the radar pieces (like IWC), it’s a strategy that makes for a stark contrast with what feels like a more traditional practice of overwhelming everyone in the meeting with tray, after tray, after tray of new watches to try on, photograph, write about, and otherwise consider. The single watch strategy communicates a sense of confidence, that a brand has hit on something so good that they don’t need to muddy...
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