Brand Tone

Aspirational yet accessible, confident, enthusiastic, and passionate.

Brand Values

• •Accessible Luxury
• •Craftsmanship & Design
• •Customer Connection/Storytelling
• •Value
• •Heritage (Borrowed/Inspired)

Best Practices

• •Balance Aspiration with Accessibility: Always pair luxurious descriptions with reminders of the brand's value proposition. Use evocative language for design and craftsmanship but ensure calls to action and pricing information are clear and approachable.
• •Focus on Tangible Benefits & Design: Highlight specific features like "intricate skeleton dials," "reliable automatic movements," or "premium leather straps." This reinforces the "quality and craftsmanship" value beyond just a name.
• •Embrace Storytelling: Encourage user-generated content and frame watches as companions to the wearer's life and achievements, aligning with the "tell your story" messaging.
• •Be Transparent (within reason): While the brand emphasizes design from Brooklyn, acknowledging global manufacturing (as they do on their "Where Stührling Watches Are Made" page) can build trust, especially when addressing a more informed audience. Focus on the quality of the *outcome* regardless of origin.
• •Consistent Visual Language: Ensure that photography and videography on the website and social media reflect the "aspirational yet accessible" feel. Showcase watches in stylish but relatable settings, emphasizing both the beauty of the timepiece and the confidence it inspires in the wearer.

Social Perception

Mixed, but generally leans positive among its target demographic. Appreciated for aesthetics, design, and perceived value for money. Seen as an entry point into uniquely designed watches without the high-end luxury price tag. Some criticism from serious watch enthusiasts regarding marketing and origin of movements.

Copy Examples

• •Define Your Moment. Discover Stührling. Experience the pinnacle of watchmaking artistry without the luxury price tag. Our timepieces are crafted for those who write their own history.
• •Legacy Meets Modern Craft. Inspired by centuries of horological tradition, engineered for today's discerning individual. Stührling: Where timeless design is always within reach.
• •More Than Just Time. It's Your Statement. From bold skeleton dials to classic automatic movements, find the Stührling that speaks to your unique style. Exceptional quality, surprisingly attainable.
• •The Art of the Watch, Reimagined for You. We believe luxury shouldn't be exclusive. Stührling delivers intricate design and reliable performance, making every second count.
• •Elevate Your Everyday. With Stührling, exceptional craftsmanship and sophisticated style are no longer a distant dream. Explore our collection and find a timepiece that reflects your ambition.