Brand Tone

Elegant and Sophisticated, Accessible and Approachable, Confident and Bold (subtly), Quality-Conscious

Brand Values

• •Design Excellence
• •Quality Craftsmanship
• •Affordable Luxury/Value
• •Timeless Style
• •Joy and Individuality
• •Sustainability (emerging)

Best Practices

• •Emphasize "Elegant Simplicity": Consistently use language that reflects minimalist design, clean lines, and understated sophistication. Avoid overly trendy or flashy terms.
• •Highlight Quality and Craftsmanship: Regularly mention key quality features (Swiss movement, sapphire crystal, Tärnsjö leather) to reinforce the value proposition.
• •Weave in the "Joyful Confidence" Narrative: Subtly connect back to the brand's origin story or the idea of the watch making the wearer feel good and confident, without being overtly forceful.
• •Maintain an Accessible yet Aspirational Voice: The tone should feel premium but not exclusive. Speak to the "connoisseur of quality who prefers to keep it classic" but also emphasize the attainability of this quality.
• •Be Consistent Across All Channels: Ensure the language used on the website, social media, email marketing, and ad copy all aligns with the established elegant, accessible, and confidently understated tone. Visuals should also match this aesthetic.

Social Perception

Positive for Design and Value, Associated with Quality & Notable Designers, Seen as a Stylish, Accessible Choice, Celebrity Endorsement Awareness, Awareness may be Niche

Copy Examples

• •Carl Edmond: Scandinavian Grace. Swiss Precision. Your Time. Body: Discover a watch that’s more than an accessory—it's a statement. Crafted with sapphire crystal and powered by Swiss movement, Carl Edmond offers timeless design for every moment that matters. Effortless style, exceptional value.
• •Be Bold. Be You. Be Edmond. Body: Inspired by a spirit of joyful confidence, Carl Edmond watches are designed by the world-renowned Eric Giroud. Minimalist aesthetics meet premium materials, empowering you to express your unique style, every second of the day.
• •The Luxury of Simplicity. The Wisdom of Value. Body: Why choose between world-class design and accessible quality? With Carl Edmond, you don’t have to. Experience the refined touch of Swedish Tärnsjö leather and the clarity of sapphire crystal, curated for enduring elegance.
• •Time, Beautifully Crafted. Body: From the vision of celebrated designers to your wrist. Carl Edmond blends the clean lines of Scandinavian heritage with the reliability of Swiss watchmaking. It’s not just about telling time; it’s about cherishing it.
• •Your Everyday Classic, Elevated. Body: Life is complex. Your watch shouldn’t be. Carl Edmond delivers understated sophistication and dependable quality that moves with you. Find your perfect companion for a life well-lived.