Brand Tone

Elegant & Sophisticated, Accessible & Trustworthy, Traditional & Respectful (of Heritage), Precise & Quality-Focused

Brand Values

• •Swiss Craftsmanship
• •Affordable Luxury
• •Timeless Elegance
• •Quality Materials & Attention to Detail
• •Heritage & Tradition (Modern Interpretation)

Best Practices

• •Emphasize "Swiss Made" Authenticity: Consistently highlight the Swiss origin, hand-assembly, and the quality materials (e.g., sapphire crystal, Swiss movements) to reinforce trustworthiness and the core value proposition.
• •Use Elegant and Evocative Language: Employ words that convey sophistication, timelessness, precision, and craftsmanship (e.g., "meticulous," "heritage," "atelier," "refined," "enduring").
• •Balance Luxury with Accessibility: While showcasing elegant designs and quality, ensure the language doesn't become overly exclusive. Subtly weave in the value aspect, positioning the brand as attainable Swiss luxury.
• •Tell the Story of Craftsmanship: Go beyond listing features. Narrate the process, the location (Les Genevez, Jura Mountains), and the dedication of the watchmakers to create an emotional connection.
• •Maintain Visual and Textual Harmony: Ensure the copywriting tone aligns with the visual presentation on the website and social media—clean, classic, and focused on the product's aesthetic appeal. Photography should reflect the elegance described in the text.

Social Perception

Good Value for Money, Reliable Quality, Classic and Appealing Designs, Accessible Entry into Swiss Watches

Copy Examples

• •Headline: Claude Bernard: Swiss Craftsmanship. Attainable Elegance. Body: Experience the meticulous art of Swiss watchmaking. Each Claude Bernard timepiece is hand-assembled in our Les Genevez atelier, offering you timeless design and enduring quality, now within reach. Discover your legacy. Targeting: Broad audience interested in quality watches.
• •Headline: The Heart of Swiss Precision Beats in Every Claude Bernard. Body: Feel the heritage of the Jura Mountains on your wrist. Our commitment to Swiss movements and sapphire crystal ensures more than just a watch – it's a promise of precision and lasting style. Explore the collections. Targeting: Those who value the technical aspects of watchmaking.
• •Headline: Sophistication That Speaks Volumes. Value That Resonates. Body: Why choose between elegance and accessibility? Claude Bernard unites classic Swiss design with an intelligent approach to luxury, making exquisite timekeeping a part of your everyday narrative. Targeting: Value-conscious consumers seeking style.
• •Headline: From Our Atelier to Your Wrist: A Tradition of Hand-Assembled Excellence. Body: Journey into the world of Claude Bernard, where skilled artisans meticulously craft each watch by hand. It's not just timekeeping; it's a testament to dedication, quality, and the timeless allure of Swiss Made. Targeting: Emphasizing craftsmanship and the "human touch."
• •Headline: Define Your Moments with Claude Bernard. Body: Whether a milestone celebration or a mark of personal achievement, a Claude Bernard watch is more than an accessory—it's a companion through life's significant moments. Crafted with Swiss precision, designed for timeless appeal. Targeting: Connecting the watch to personal experiences and aspirations.