Brand Tone

Passionate, Sophisticated, and Authentic.

Brand Values

• •Curation
• •Craftsmanship & Heritage
• •Community & Connection
• •Trust & Authenticity

Best Practices

• •Lead with Story, Not Specs: Always frame the product within a narrative. Talk about its history, its previous owner's world, or its place in the evolution of watchmaking before listing technical details.
• •Use an Elevated Vocabulary: Employ sophisticated and evocative language that reflects the luxury status of the products. Words like "curated," "legacy," "craftsmanship," "provenance," and "horology" align with the brand's tone.
• •Speak from a Personal "We": Write as the founders, Nicolas and Emily. Use "we believe," "our passion," and "we select" to maintain the personal, boutique feel of the brand and build a direct connection with the audience.
• •Emphasize Authenticity and Trust: Consistently mention the curation process and the expertise behind it. Reassure customers that each watch is personally vetted and cherished, reinforcing the idea of a safe and knowledgeable purchase.
• •Foster a Community Dialogue: End posts and communications with open-ended questions that invite discussion (e.g., "What was your first vintage watch?," "Share your story in the comments."). This reinforces the brand's value of community and shared passion.

Social Perception

Respected Niche Experts.

Copy Examples

• •Some watches don't just tell time; they tell stories. This 1970s Datejust isn't just steel and crystal; it's a piece of history, bearing the subtle marks of a life well-lived. We don't just sell watches; we find them new custodians. A timeless classic for the modern collector.
• •More Than a Timepiece. A Legacy. Discover our curated collection of horological art.
• •Beyond the Dial: The Story of a Patek Philippe Calatrava and the Collector Who Wore It.
• •Why We Choose Vintage: In a World of the New, The Value of a Watch with a Past.
• •A masterclass in design and engineering. This reference embodies the rebellious spirit of its era while remaining perfectly timeless. Every detail has been meticulously preserved, offering an authentic connection to the golden age of sports watch design. A true collector's piece, curated with passion.