Brand Tone

Artistic, Authentic, and Evocative. Passionate and Slightly Unconventional

Brand Values

• •Artistry & Craftsmanship
• •Individuality & Uniqueness
• •Timelessness & Evolution
• •Quality Materials
• •Heritage & Storytelling

Best Practices

• •Embrace the "Artist's Voice": Write as if the artist himself is speaking about his passion and inspiration. Use evocative language that highlights the creative process, the story behind the designs, and the emotional connection to the pieces.
• •Focus on Uniqueness and Scarcity: Consistently emphasize the limited-edition nature, the handcrafted variations, and the idea that each watch is a "one-of-a-kind" piece of art. This reinforces exclusivity and value.
• •Use Rich, Sensory Language: Describe the textures of the distressed metals, the visual appeal of the hand-painted dials, and the feeling of wearing a substantial, artistic piece. Words like "tactile," "patina," "sculpted," "vibrant," and "raw" can be effective.
• •Tell the Story: Weave in elements of Eduardo Milieris's background, his inspirations (urban landscapes, art movements, found objects), and the philosophy of "Time As Art." This adds depth and authenticity to the brand.
• •Maintain an Authentic, Slightly Unconventional Stance: Avoid overly commercial or mainstream marketing language. The tone should feel genuine, passionate, and cater to an audience that appreciates artistry and individuality over fleeting trends. It should be confident in its unique offering.

Social Perception

Customers and the public generally perceive Watchcraft as a brand that offers unique, artistic, and high-quality handcrafted timepieces.

Copy Examples

• •Headline: More Than Time. It's Art That Moves With You. Body: Each Watchcraft timepiece is born from the hands of artist Eduardo Milieris, a unique sculpture of distressed metals and hand-painted dreams. Discover a watch that tells your story, evolving with every moment.
• •Headline: Unearth Your Artifact. Body: Inspired by the raw energy of the city and the whispers of forgotten treasures, Watchcraft watches are crafted to be uniquely yours. Signed, numbered, and waiting to become part of your journey.
• •Headline: Industrial Soul. Artistic Heart. Body: Experience the fusion of rugged textures and refined artistry. Our limited-edition watches, forged from brass, silver, and copper, are more than accessories—they are a statement of individuality.
• •Headline: Time, Reimagined. Body: Forget mass-produced. Embrace the mark of the artist. Eduardo Milieris hand-paints every dial, ensuring your Watchcraft is a singular piece of wearable art, as distinctive as your own signature.
• •Headline: Let Your Story Patina. Body: Crafted from living metals, your Watchcraft watch is designed to journey with you, its surface changing and evolving, mirroring the richness of your experiences. This isn't just a timepiece; it's a legacy in the making.