Brand Tone

Aspirational, refined, and slightly romantic.

Brand Values

• •Emotional Legacy
• •Personal Heritage
• •Quality Craftsmanship
• •Timeless and Daring Design

Best Practices

• •Lead with "Why," Not "What": Always anchor the copy in the core values of Freedom, Memories, and Connection. Start with the emotional benefit before detailing the technical features. Instead of "Our watch has a Miyota movement," say "Powered by a heart of gold, the Miyota movement captures the energy of your every moment."
• •Use Evocative and Sensory Language: Employ words that create a feeling and a picture. Phrases like "soul of the watch," "daring design," "steady now," and "eyes on the horizon" are powerful. Continue to use this romantic, narrative-driven language.
• •Maintain a Minimalist and Refined Structure: Keep sentences clear and impactful. Use ample white space in web design and ad layouts. The copy should feel as uncluttered and classic as the watch design itself.
• •Embrace the Founder's Story: The story of Johan Ekberg is the brand's most unique and authentic asset. Use it consistently across platforms (once they are developed) to build a human connection with the audience and differentiate SAYORA from competitors.
• •Create a Lexicon of Brand Keywords: Develop a consistent list of on-brand words (e.g., eternalize, freedom, connection, memory, horizon, timeless, soul, daring, classic) and off-brand words (e.g., cheap, discount, tech, trendy, smart) to ensure all future copy, whether written by internal staff or external partners, remains perfectly aligned with the brand's identity.

Social Perception

Currently neutral and largely undefined, indicating a niche and undiscovered brand with a controlled public perception.

Copy Examples

• •Headline: Not Just a Timepiece. A Time Capsule. Body: Every second holds a memory. Every glance reminds you of a connection. The SAYORA Prima doesn't just tell time; it eternalizes your story. Crafted for a life of freedom.
• •Headline: The Prima: Where Design Meets Destiny. Body: Forged from resilient 316L steel and powered by the rhythm of your life, the Prima’s automatic movement is its beating heart. The exhibition caseback reveals the soul of the machine—a constant reminder that the most beautiful moments are the ones that move us.
• •Subject: What Memory Will You Eternalize? Body: We believe a watch should be more than an accessory. It should be a promise. A memory of a horizon you once chased, a connection you'll always cherish. The SAYORA collection was born from such a memory. Discover the watch that will carry yours.
• •Headline: The Compass on Your Wrist. Body: Steer toward your own horizon. The SAYORA watch is crafted for the moments that define you—big and small. Where will your freedom take you next?
• •Headline: It Started With a Boy, a Boat, and the Sea. Body: Our story isn't about gears and springs. It's about the feeling of a hand on the helm and a father's proud gaze. That feeling of absolute freedom is the legacy we build into every SAYORA timepiece. Own a piece of our history. Create your own.