Brand Tone

aspirational, refined, and heritage-focused. It is sophisticated, evocative, and conveys classic, understated luxury, while also being personal and experiential.

Brand Values

• •Heritage and Scottish Identity
• •Craftsmanship and Quality
• •Personalization and Individuality
• •Timeless Design
• •Accessibility

Best Practices

• •Lead with Heritage: Always weave the Scottish identity into the narrative. Use words like 'Scotland,' 'heritage,' 'legacy,' and 'St Andrews' to ground the brand in its roots. This is its strongest unique selling proposition.
• •Emphasize 'The Experience': The 'Build Your Own Watch' service is a major differentiator. The copy should not just sell a watch, but the *experience* of creating it. Use active, evocative language like 'craft,' 'design,' 'create,' and 'personalize.'
• •Use a Refined Vocabulary: Maintain the aspirational tone by using sophisticated but clear language. Words like 'meticulous,' 'refined,' 'understated elegance,' 'precision,' and 'timeless' align with the brand's classic aesthetic.
• •Balance Classic and Modern: The brand message is about blending tradition with modernity. This should be reflected in the copy. For example, pair 'historic craftsmanship' with 'contemporary details' or 'age-old traditions' with '21st Century' design.
• •Highlight Tangible Quality: While the story is important, the copy must also speak to the physical quality of the product. Mention specific, high-value materials and features like '304 grade stainless steel,' 'Swiss movements,' 'genuine leather,' and 'Harris Tweed' to build trust and justify the purchase.

Social Perception

Customers praise the personalized in-store experience, knowledgeable staff, and the novelty of creating their own watch. It's perceived as a 'fashion brand' with good quality for its price point. It's relatively unknown but gaining recognition through its unique retail approach and direct-to-consumer model.

Copy Examples

• •More Than a Watch. Your Story, Crafted in Scotland.
• •The Haig. Inspired by the enduring spirit of Scottish landscapes and the precision of classic watchmaking. A minimalist sun-ray dial is framed by a polished stainless steel case, while the genuine leather strap softens with every wear, becoming uniquely yours. It doesn just tell time; it tells a story of heritage and modern elegance.
• •Your Vision, Our Craftsmanship. Build Your One-of-a-Kind Timepiece in Our Workshop. Book Your Kartel Experience Today.
• •Some traditions are timeless. At Kartel, we combine centuries of Scottish heritage with minimalist design to create watches that last a lifetime. Choose a classic from our collection or build your own. Your journey in craftsmanship starts here.
• •Give the Gift of Time, Made Personal. With custom engraving and a bespoke watch-building experience, a Kartel watch is a memorable way to mark a milestone. A truly one-of-a-kind gift for a one-of-a-kind person.