Brand Tone

Artistic & Expressive, Crafted & Authentic, Timeless & Enduring, Personal & Story-driven

Brand Values

• •Artistry & Creativity
• •Craftsmanship & Quality
• •Individuality & Uniqueness
• •Authenticity & Heritage
• •Connection & Storytelling

Best Practices

• •Emphasize the Artist's Hand: Always weave in the narrative of Eduardo Milieris, his inspiration, and the handcrafted nature of each piece. Use phrases like "hand-sculpted by Eduardo," "from the artist's studio," or "Milieris' vision."
• •Use Evocative, Sensory Language: Describe the textures of the metals (distressed, oxidized, hand-riveted), the visual appeal of the hand-painted dials, and the feeling of wearing a unique piece of art.
• •Highlight Uniqueness and Scarcity: Consistently mention "limited edition," "one-of-a-kind," "numbered and signed" to reinforce the exclusivity and collectible nature of the watches.
• •Tell Stories, Don't Just List Features: Connect product names or design elements to their inspirations (e.g., urban landscapes, historical references, the artist's heritage). Share the "why" behind the "what."
• •Maintain a Voice of Passionate Artistry: The copy should sound like it's coming from someone deeply passionate about art and craftsmanship, not just a generic brand. Let the enthusiasm for the creative process shine through. Avoid overly technical jargon unless explaining a specific artistic technique.

Social Perception

Highly Regarded for Unique Designs, Valued for Craftsmanship, Seen as "Wearable Art", Appreciated for Exclusivity, Associated with a Specific Aesthetic

Copy Examples

• •Headline: Beyond Timekeeping. Beyond Trends. This is Watchcraft. Body: Each tick a testament to artistry. Each design a piece of a story. Discover handcrafted timepieces by Eduardo Milieris, where metal and inspiration merge. Wear not just a watch, but a signature.
• •Headline: Sculpted by Hand. Worn with Soul. Body: In a world of the mass-produced, choose the mark of the artist. Watchcraft timepieces are born from raw materials and refined by decades of passion. Find the watch that speaks your language.
• •Headline: Your Story, Etched in Metal. Body: The Juggler. The Bard. The Torres. More than names, they are narratives forged in brass, copper, and silver. Limited edition. Infinitely individual. Let a Watchcraft piece become part of your journey.
• •Headline: The Art of Time, Reimagined. Body: Eduardo Milieris doesn't just make watches; he crafts experiences. From his NYC studio to your wrist, each limited-edition piece is a dialogue between ancient techniques and modern artistry. Own a moment, beautifully captured.
• •Headline: More Than a Watch. It's a Watchcraft. Body: Feel the texture of hand-worked metal. See the soul in an individually painted dial. For 30 years, Watchcraft has offered a unique vision of time – personal, enduring, and undeniably artful. Discover yours.