Brand Tone

passionate, educational, and trustworthy

Brand Values

• •Storytelling
• •Authenticity
• •Personalization
• •Craftsmanship & Quality
• •Enduring Style

Best Practices

• •Lead with the Story: Every piece has a history or a unique characteristic. Start with that narrative hook before getting into technical specifications.
• •Use Evocative and Sensory Language: Words like "epic," "legendary," "whisper," "bold," and "timeless" are part of the brand's lexicon. Describe how a watch looks and feels, not just what it does.
• •Educate, Don't Just Sell: Frame descriptions and posts as opportunities to share knowledge. Explain why a "Buckley" dial is special or the history behind a specific reference number. This builds authority and trust.
• •Maintain a Personal and Passionate Voice: Write as an enthusiast speaking to another. Let the genuine love for these objects shine through. Use "we" to create a sense of a shared journey with the client.
• •Adapt the Tone to the Platform: While the core values remain, the expression can change. Keep the sophisticated, story-driven approach for the website and emails, and adopt a more direct, conversational, and energetic tone for platforms like TikTok.

Social Perception

Highly positive. Clients view Veralet as a knowledgeable and trustworthy guide, appreciating personalized attention and an educational approach. The broader watch community recognizes founder Carl Cohen as a credible dealer and a legitimate source for high-quality vintage pieces, integrating the brand within the enthusiast community.

Copy Examples

• •More than a measure of time, this 1970s Rolex Datejust is a piece of the earth on your wrist. The deep celestial blue of the lapis lazuli dial is entirely unique, with no two ever being the same. Forged in an era of bold expression, this watch doesn't just tell time—it tells a story of rarity and confidence. It's your turn to write the next chapter.
• •The "Concorde." A nickname given to the Rolex GMT-Master with its sharp, clean lines reminiscent of the supersonic jet. This isn't just a watch; it's a piece of aviation and design history. Its journey is legendary. Ready to make it part of yours? #Veralet #VintageRolex #GMTMaster #WatchHistory
• •An investment in a new watch depreciates the moment you leave the store. An investment in a vintage timepiece is an investment in a story, in rarity, and in enduring value. At Veralet, we don't just sell watches; we curate legacies. Discover our collection of authenticated, investment-grade vintage timepieces.
• •(Video of Carl Cohen holding a watch) Text on screen: "3 things you didn't know about the 'Paul Newman' Daytona." Copy: "Think you know the Daytona? 😉 Let's talk about the details that make a legend. From the art deco font to the tiny step in the dial... it’s all about the details. What watch should we break down next? #WatchTok #VintageWatches #RolexDaytona #WatchCollector"
• •Subject: The Watch That Wears Like a Work of Art Hi [Name], for many, a watch is a tool. For us, it's a canvas. This week, we're exploring our collection of rare stone dials. From the mesmerizing bands of Tiger's Eye to the rich green of Malachite, these timepieces from the '70s and '80s were a bold statement then, and an even bolder one now. Discover the art of time.