Brand Tone

Aspirational yet Accessible, Passionate and Personal, Quality-Conscious and Transparent, Down-to-Earth and Genuine, Proudly Scottish.

Brand Values

• •Affordable Luxury
• •Quality and Craftsmanship
• •Authenticity and Heritage
• •Customer Satisfaction
• •Environmental Responsibility
• •Independence/Entrepreneurial Spirit

Best Practices

• •Embrace Storytelling: Continuously weave in the founder's journey, the Scottish inspiration (Glen Etive, Buachaille Etive Mòr), and the family-run aspect. This builds authenticity and a personal connection.
• •Highlight "Affordable Luxury" and Value: Always balance the aspirational quality of a luxury timepiece with the accessibility of the price point. Emphasize the quality of materials (316L steel, Japanese movements where applicable) and the warranty to reinforce value.
• •Maintain a Passionate and Genuine Voice: Write with enthusiasm that reflects the founder's personal interest. Avoid overly corporate or impersonal language. Keep it relatable and down-to-earth.
• •Connect to Scottish Heritage Visually and Verbally: Use imagery and language that evokes the Scottish Highlands. This reinforces the brand identity and inspiration.
• •Be Transparent and Conscious: Openly share information about materials, sourcing (where appropriate and positive), and environmental commitments (like sustainable packaging and carbon offsetting). This builds trust and appeals to conscious consumers.

Social Perception

Early perception seemed positive regarding quality for the price. The brand likely appeals to those who appreciate a backstory, a connection to a specific place (Scotland), and the idea of supporting a smaller, independent business.

Copy Examples

• •Etive Watches: Your Ambition. Your Time. Scottish Spirit on Your Wrist. Body: Born from a dream in the heart of Scotland, Etive Watches blends timeless design with accessible luxury. Crafted for those who chase their horizons without breaking the bank. Discover the spirit of independent watchmaking.
• •Quality You Can Feel. A Price You’ll Appreciate. That’s the Etive Promise. Body: We believe a great watch shouldn’t be a distant dream. That's why every Etive timepiece features robust 316L stainless steel, reliable movements, and a design inspired by the enduring beauty of Glen Etive. All backed by our family promise and a 2-year warranty.
• •From Scottish Peaks to Your Everyday: The Etive Collection. Body: Inspired by the iconic Buachaille Etive Mòr, our watches are built for every occasion. Stylish, durable, and consciously crafted with vegan leather presentation boxes and a commitment to our planet. Wear a piece of Scotland.
• •More Than Just a Watch. It’s a Story. The Etive Story. Body: What started as a university graduate's vision for an affordable, ambitious timepiece is now a family-run reality. Etive Watches: Independent spirit, timeless style, and a connection to the wild heart of Scotland.
• •Affordable Luxury, Rooted in Scotland. Body: Experience the perfect blend of sophisticated design and enduring quality with Etive Watches. Inspired by majestic landscapes, engineered for your journey, and priced for your ambition.