Brand Tone

Aspirational and Confident

Brand Values

• •Style over Substance
• •Perceived Quality
• •Ambition and Success
• •Accessibility

Best Practices

• •Use "Success" as a North Star.
• •Focus on "The How," Not "The What".
• •Maintain an Aspirational Voice.
• •Leverage the "Australian" Angle.
• •Encourage a Community (and Testimonials).

Social Perception

Undefined and Insular

Copy Examples

• •The Signature of Success. Wear the watch that defines Australia's new wave of style.
• •Your ambition has a new uniform. The St. Louis timepiece isn't just worn, it's recognized. Join the movement.
• •The Black Combo Set isn't just a watch and bracelet; it's a statement. Forged for the forefront, designed for the determined. This is your power move.
• •Don't just keep time. Set the pace.
• •From boardroom to boardwalk, the Frosted Silver commands attention without saying a word. This is what handcrafted confidence looks like. Discover your edge.