Brand Tone

Sophisticated & Elegant, Passionate, Expert & Connoisseurial, Exclusive & Curated, Artistic & Immersive

Brand Values

• •Excellence & Quality
• •Passion
• •Heritage & Craftsmanship
• •Exclusivity & Rarity
• •Sensory Experience & Resonance
• •Authenticity & Connection

Best Practices

• •Emphasize Exclusivity and Craftsmanship: Consistently highlight the rarity, quality, and meticulous detail in products or experiences offered. Use language that conveys a sense of mastery and refined taste.
• •Infuse Passion into Storytelling: Share the stories behind the curated items or the creation of experiences. Let Giulio Bonaccio's genuine enthusiasm and expertise shine through. Words like "passion," "dedication," "artistry," and "curated" should be staples.
• •Maintain a Sophisticated and Elegant Lexicon: Choose words carefully to reflect the high-end nature of the brand. Avoid overly casual slang or colloquialisms. Focus on evocative and precise language.
• •Focus on the "Experience" and "Resonance": Even when promoting tangible products like watches, frame them within the context of the experience they offer or the feeling they evoke. Connect to the "Unprecedented Resonances" theme by describing how these offerings create a lasting impact.
• •Visual Consistency: Ensure all visual elements (website, social media imagery, event decor) align with the sophisticated, artistic, and luxurious tone. High-quality photography and a refined aesthetic are crucial.

Social Perception

As an Expert: He is seen as a knowledgeable figure in both the DJ/music world and the luxury watch community. As a Purveyor of Luxury: Associated with high-end, exclusive products and experiences. As an Artist/Creative: Known for his musical talents and ability to create experiences (DJ sets, events). The branding "Unprecedented Resonances" alongside "LUX" aims to evoke a sense of unique, profound, and high-value sensory or artistic experiences. The SOHO Lux-O Collection is perceived as a destination for luxury items and artistic engagement, driven by passion.

Copy Examples

• •LUX presents a curated selection where timeless craftsmanship meets unparalleled passion. Discover horological treasures that resonate with history and a legacy of excellence. This is more than a timepiece; it's an heirloom.
• •Immerse yourself in LUX: Unprecedented Resonances. An evening where sound transcends the ordinary, curated by Giulio Bonaccio. Experience the profound, the exclusive, the unforgettable. Book your journey into sonic artistry.
• •Step into Lux-O Collection, SOHO. Here, passion for the exceptional is our signature. From rare vintage timepieces to bespoke artistic encounters, experience luxury that speaks to the soul. The Real Luxury Service, curated for the discerning.
• •At LUX, we believe in the resonant power of true artistry and enduring value. Whether through the intricate mechanics of a world-class watch or the immersive depth of a sonic landscape, we connect you to the exceptional. Experience LUX.
• •Elegance. Passion. Resonance. At LUX, we delve deeper into the essence of luxury, curating experiences and artifacts that don't just adorn, but speak. What makes an object or a moment truly resonate with you? #LUXLife #UnprecedentedResonances #GiulioBonaccio #LuxuryDefined