Brand Tone

Sophisticated, aspirational, and subtly persuasive. The tone aims to evoke a sense of luxury and heritage while remaining approachable and value-conscious.

Brand Values

• •Affordable Luxury
• •Craftsmanship & Quality
• •Heritage & Storytelling
• •Exclusivity
• •Customer-Centricity

Best Practices

• •Emphasize Heritage & Story: Consistently weave the narrative of Italian inspiration, craftsmanship, and the story behind each design (e.g., the Siena Dual Moonphase and its connection to the city).
• •Balance Luxury with Value: Use sophisticated language that speaks to quality and elegance, but always reinforce the message of fair pricing and direct-to-consumer benefits.
• •Highlight Key Quality Features: Regularly mention the premium materials and components (sapphire crystal, Miyota movement, Italian leather) as tangible proof of value.
• •Showcase Italian Craftsmanship: Highlight the level of detail. e.g., Piazza del Campo engraved caseback and Italian-sourced leather strap.
• •Focus on Exclusivity: Use phrases that indicate limited availability and appeal to collectors.

Social Perception

Stylish, high-quality watches with a luxury feel at an attainable price point. A brand that offers classic, timeless style appealing to those who value heritage and craftsmanship.

Copy Examples

• •Experience Italian-inspired luxury without the traditional markups. Souax brings you premium timepieces, direct from the factory to you.
• •The Siena Dual Moonphase: A tribute to the artistry of fine watchmaking and the timeless beauty of Italy. Limited to 1,349 pieces.
• •Crafted with sapphire crystal, a precise Japanese Miyota movement, and genuine Italian leather, the Siena Dual Moonphase embodies affordable luxury.
• •Discover the elegance of old money watches. Souax captures the sophistication of Italian design, offered at a fair price.
• •From its Piazza del Campo engraved caseback to the Italian-sourced leather strap, every detail is a homage to the art of fine watchmaking and the enduring beauty of Italy.