Brand Tone

Aspirational, Reverent, and Classic.

Brand Values

• •Heritage
• •Quality
• •Legacy

Best Practices

• •Always Bridge History to the Present: Never just state the history of the 1911 company. Always connect that esteemed past to the purpose and quality of the modern accessories. Use transition phrases like "Inspired by this legacy," "In the spirit of that innovation," or "Today, we honor that history by..."
• •Use a Formal and Educated Vocabulary: Employ words like "heritage," "legacy," "craftsmanship," "pioneering," and "horology." Avoid modern slang, overly casual language, or a sales-heavy tone. The voice should be that of a knowledgeable curator, not a pushy salesperson.
• •Focus on the "Why," Not Just the "What": Instead of just describing a watch strap's leather, explain why a collector needs it. Frame it as preserving the value and integrity of their timepiece, connecting the product to the higher values of preservation and appreciation for history.
• •Be Transparent About the Product: While leaning heavily on the historical name, be clear that the products are modern accessories inspired by the legacy, not original artifacts. This will build trust, especially with knowledgeable watch enthusiasts who will know the brand is not the original Martel Watch Co. The third copywriting example above illustrates this.
• •Maintain a Visual Identity to Match the Tone: Ensure all text is presented with classic, elegant fonts and clean design. The visual presentation of the copy should feel as timeless and premium as the historical narrative being told.

Social Perception

Largely Unknown, Potentially Confusing.

Copy Examples

• •Born from a legacy of innovation. Since 1911, the Martel name has been synonymous with pioneering horology. We honor that heritage with accessories crafted to protect yours. Our leather watch roll is designed for the discerning collector who understands that a fine timepiece deserves a worthy guardian. Secure your legacy.
• •The Spirit of 1911. The Protection of Today. Martel 1911 Accessorizing a Century of Watchmaking History.
• •In 1911, Martel began a journey of horological excellence, crafting the movements that would power legendary timepieces. While the watches of that era are now treasured artifacts, the spirit of Martel enMartel 1911 is dedicated to preserving that legacy, offering meticulously crafted accessories that protect the treasures in your collection. We don't make the watches; we protect their stories.
• •A great watch tells a story of moments. A great watch roll protects it between them. Inspired by the Martel Watch Company's 1911 founding, our accessories are crafted for the next generation of collectors. #Martel1911 #WatchCollector #Horology
• •Martel 1911: Honoring Horology's Heritage.