Brand Tone

exclusive, traditionalist, and proud

Brand Values

• •Hand Craftsmanship
• •British Heritage
• •Exclusivity and Bespoke Service
• •Uncompromising Quality & Technical Virtuosity
• •Honesty and Transparency

Best Practices

• •Prioritize "British" and "Handcrafted": These two concepts are the brand's most powerful differentiators. Nearly every piece of communication should reinforce the ideas of British provenance (specifically Norfolk) and the manual, artisanal nature of the work.
• •Use an Educated and Evocative Lexicon: Employ sophisticated terms that appeal to purists. Words like "horology," "calibre," "guilloché," "provenance," "bespoke," "meticulous," and "uncompromising" align with the brand's premium positioning. Avoid casual language, slang, or overly aggressive sales-speak.
• •Tell the Story of "Why," Not Just "What": Don’t just list features. Explain *why* they matter. For example, don't just say "free-sprung balance"; explain that it's harder to regulate but offers superior long-term precision, justifying the extra effort. This demonstrates a commitment to quality over convenience.
• •Emphasize Exclusivity and Scarcity: Always highlight the "built to order" nature and limited production numbers. This frames the product not as a simple purchase but as a commission—an exclusive piece of art that the client has a role in creating.
• •Maintain a Tone of Quiet Confidence: The brand's voice is not arrogant, but it is deeply self-assured. Present facts and details with confidence, letting the quality of the work and the dedication to the craft speak for itself. This aligns with the persona of the "Garrick Man"—understated, independent, and discerning.

Social Perception

Respected independent watchmaker, champion of British horology, offering high value and attainable exclusivity, perceived as authentic and passion-driven.

Copy Examples

• •Art, Measured in Microns. Our historic rose engine is not a machine of mass production. It is an artist's tool, guided by a steady hand to carve hypnotic patterns into solid metal. Each dial, a testament to the patient craft of British watchmaking. This is not simply a watch face; it is a signature. #Garrick #BritishWatchmaking #Guilloche #Handcrafted
• •The Garrick S7: An English Original. The S7 is an expression of our unwavering commitment to horological integrity. Engineered and assembled entirely within our Norfolk workshop, its in-house calibre is the culmination of years of dedication. The 38mm case offers a contemporary yet classic profile, while the bespoke, engine-turned dial remains a bastion of traditional artistry. Built to order and for the wrist of the discerning individual who shuns the commonplace.
• •Garrick. English Time Machines. We don’t manufacture. We create. Discover bespoke timepieces, handcrafted in Norfolk for the world's most discerning collectors.
• •From Our Workshop to Your Wrist: The Making of a Garrick. Dear [Customer Name], This week, we invite you behind the scenes. Forget automated assembly lines; picture instead our master watchmakers, meticulously hand-finishing a bridge, heat-bluing a set of hands, or regulating a free-sprung balance to within seconds a day. This is the soul of Garrick—a slow, deliberate process dedicated to creating something truly exceptional. See the latest chapter in our journey. [Button: Glimpse the Process]
• •Beyond Geneva. Proudly Norfolk. For too long, the story of fine watchmaking has been told in one language. Garrick is reviving the British chapter. With in-house movements, hand-finished details, and a fiercely independent spirit, we offer a compelling alternative for those who value true craftsmanship. Discover the home of English horology.