Brand Tone

Confident & Quality-Conscious, Value-Driven, Appreciative of Horological Design, Professional & Sleek (Visuals), Enthusiast-Oriented

Brand Values

• •Quality Craftsmanship
• •Value for Money
• •Precision & Reliability
• •Design Excellence
• •Customer Satisfaction
• •Accessibility

Best Practices

• •Emphasize Quality and Specifications Consistently: Always highlight the premium materials used (sapphire crystal, 316L steel/titanium, specific movements like PT5000/SW200/NH35) and the high level of finishing in all communications. This reinforces the value proposition.
• •Maintain a Professional and Respectful Visual Language: Continue using high-quality, clean, and detailed photography and videography that showcases the watch's design and finishing. This aligns with the "premium affordable" positioning.
• •Speak to the Enthusiast: Use terminology that resonates with watch lovers (e.g., "homage," "automatic movement," "sapphire crystal," "lume," "case finishing"). Acknowledge the designs that inspire the watches, framing it as making classic styles accessible rather than just copying.
• •Be Transparent and Confident: Be open about the brand's origins and manufacturing in China, while confidently focusing on the superior quality and value delivered. Address the "homage" aspect directly and positively. The "Brand Story" already does this well.
• •Engage with the Community and Showcase Positive Feedback: Actively monitor reviews and forum discussions. Share positive customer testimonials and reviewer videos (with permission) to build social proof and reinforce the brand's reputation for quality and value. Address critiques constructively when possible.

Social Perception

High-Quality Homage Brand, Excellent Value Proposition, Improving Reputation of "Made in China", Enthusiast Approved, Minor QC/Design Quirks

Copy Examples

• •Timeless Design, Modern Craftsmanship. Attainable Luxury. Experience the allure of iconic watchmaking with IX&DAO. We meticulously craft timepieces that honor legendary designs, using premium materials like sapphire crystal and robust automatic movements. Own a piece of art, without the extravagant price tag.
• •Beyond Homage. It's a Commitment to Quality. At IX&DAO, we don't just replicate style; we elevate it with exceptional engineering. From the flawless case finishing to the reliable precision of our movements, discover the new standard in accessible horological excellence.
• •The Connoisseur's Choice for Value and Precision. Why compromise? IX&DAO delivers the sophisticated aesthetics you admire, backed by quality you can trust. Sapphire. Steel. Precision. Explore the collection that watch enthusiasts are raving about.
• •Feel the Detail. See the Value. Wear the Icon. IX&DAO watches are built for those who appreciate the finer details. Intricate dials, expertly brushed and polished surfaces, and the heart of a precision movement. This is where passion for watchmaking meets intelligent pricing.
• •Your Grail Watch. Made Accessible. Dreaming of that iconic design? IX&DAO brings legendary watch aesthetics to your wrist with an unwavering focus on quality materials and superior finishing. It’s not just a watch; it’s your statement.