Brand Tone

Aspirational yet accessible, professional, and enthusiastic.

Brand Values

• •Quality Craftsmanship
• •Value for Money
• •Adventure and Exploration
• •Timeless Design
• •Customer Focus

Best Practices

• •Anchor in Core Values: Always tie the messaging back to Montoir's core values of Swiss craftsmanship, adventure, timeless design, and value. Every piece of copy should reinforce at least one of these.
• •Balance Aspiration with Accessibility: Use evocative language that speaks to luxury and adventure, but always ground it with clear information about affordability and practical benefits. Avoid overly exclusive or pretentious language.
• •Maintain Professionalism in Detail: Ensure technical specifications are accurate and clearly communicated. Use correct horological terminology. Proofread meticulously to maintain credibility.
• •Inject Enthusiasm Authentically: Let the genuine passion for watches and exploration shine through. Use active voice and engaging questions to connect with the audience. Share stories (real or aspirational) of adventure.
• •Develop a Style Guide: Create a simple internal style guide outlining key brand phrases (e.g., "Timeless Luxury," "Spirit of Exploration"), preferred terminology, a "do's and don'ts" list for tone, and examples of on-brand copy for different platforms. This ensures consistency across all communications.

Social Perception

Positive for Microbrand Enthusiasts. Emerging Brand Awareness. Appreciation for Design and Specs. Some Initial Skepticism Overcome.

Copy Examples

• •Montoir MWMOD-01 V2: Swiss Precision Meets Rugged Adventure. Discover Your New Companion for Exploration.
• •Engineered in Switzerland and inspired by the golden age of dive watches, the Montoir [Model Name] features a robust Sellita SW200-1 movement and luminous BGW9 Super-LumiNova markers, ensuring clarity from the ocean depths to your everyday endeavors. Experience exceptional craftsmanship, without the exceptional price tag.
• •Seize the moment, above or below the waves. The Montoir [Model Name] is built to accompany every adventure life throws your way. What journey will you embark on next? #MontoirWatches #DiveWatch #SwissMade #AdventureTime #Horology
• •Looking for a Swiss-made automatic watch that doesn’t break the bank? The Montoir collection offers timeless design, robust build quality, and the precision of a Sellita movement, starting at just [Price/Kickstarter Price]. Limited quantities available – explore the range now!
• •Your Next Adventure Awaits: Introducing the New [Model Name] by Montoir!