Brand Tone

Personal and Approachable, Passionate and Genuine, Trustworthy and No-Nonsense, Respectful and Resilient

Brand Values

• •Exceptional Customer Service
• •Quality and Craftsmanship
• •Value for Money
• •Community and Connection
• •Integrity and Honesty
• •Legacy and Heritage
• •American Roots

Best Practices

• •Emphasize the Personal Touch: Use "we," "us," and "our family" to reinforce the personal, family-owned nature. Directly address the customer ("you," "your"). Share anecdotes or the founder's philosophy where appropriate.
• •Highlight Heritage and Legacy (Authentically): Weave in the story of Fred Amos and the continuation of his values, but ensure it feels genuine and not overly sentimental or repetitive. Focus on how this legacy benefits the customer (e.g., commitment to quality).
• •Be Direct and Honest: Avoid overly technical jargon or marketing fluff. Communicate clearly and transparently about product features, the value proposition, and the customer service commitment. If a watch is "robust" or "a workhorse," say so.
• •Show, Don't Just Tell, Value and Quality: Instead of just saying "high quality," mention specific attributes like "sapphire crystal," "Miyota automatic movement," "solid 316L stainless steel," or "USA assembly and regulation."
• •Foster Community and Two-Way Communication: Encourage interaction. Invite questions and feedback. Frame copy in a way that makes customers feel like they are part of the Bernhardt story and that their voice is heard. Use language that is welcoming and inclusive.

Social Perception

Highly Respected Microbrand, Source of Affordable Quality, Personal and Trustworthy, Loyal and Engaged Customer Base, Understated and Dependable, A Brand with a Story

Copy Examples

• •Headline: More Than a Watch. It's a Bernhardt. Body: "Founded on a love for craftsmanship and a promise of personal service, every Bernhardt timepiece carries a legacy of quality you can feel. From our family in North Carolina to your wrist—a connection built on trust and timeless design."
• •Headline: Real Value, Real People, Real Watches. Body: "At Bernhardt, we believe a great watch shouldn't break the bank. We pour our passion into every detail, from design to assembly right here in the USA, ensuring you get exceptional quality and honest-to-goodness customer care, every time. Questions? Call us. We're here."
• •Headline: Wear Our Story. Start Yours. Body: "Each Bernhardt watch is part of a tradition—Fred Amos's vision of quality timepieces backed by genuine relationships. As we honor that heritage, we invite you to make our watch part of your journey. Built to last, designed to be cherished."
• •Headline: The Bernhardt Promise: Quality You Can Trust, Service You'll Remember. Body: "For us, it's simple: build outstanding watches and treat our customers like family. That was Fred's way, and it's still ours. Experience the Bernhardt difference—where premium materials, meticulous American assembly, and dedicated support come standard."
• •Headline: Beyond the Dial: A Community of Craftsmanship. Body: "When you choose a Bernhardt, you're not just buying a watch; you're joining a community that values enduring quality and straightforward service. We're proud of our North Carolina roots and the personal connections we build with every customer. Discover your Bernhardt today."