Tono de Marca

Aspirational, professional, and resilient. It is confident, rooted in heritage, and aims to inspire customers to challenge themselves and appreciate precision engineering.

Valores de Marca

• •Heritage & Innovation
• •The "4" Philosophy (Robustness: anti-magnetic, anti-shock, water-resistant, stainless steel)
• •Accessible Luxury
• •Perseverance & Performance

Mejores Prácticas

• •Lead with Heritage: Always connect the product back to the brand's rich history. Phrases like "Since 1883," "A legacy of," and "Born in the Swiss Alps" reinforce authenticity.
• •Use Aspirational Language: Employ strong, evocative words associated with adventure, achievement, and resilience. Words like "pioneer," "conquer," "engineer," "precision," and "uncompromising" align with the brand's values.
• •Emphasize "Swiss-Made" Quality: This is a key differentiator and a mark of quality. It should be present but not overused. Let the quality speak through descriptions of materials and engineering.
• •Focus on the "Why," Not Just the "What": Instead of just listing features (the "what"), explain their benefit to the user's adventurous lifestyle (the "why"). For example, "A screw-down crown ensures water resistance" becomes "A screw-down crown ensures your timepiece is protected, whether you're caught in a downpour or exploring the depths."
• •Maintain Visual and Textual Synergy: Ensure all photography and videography reflect the brand's core themes of sport, adventure, and professionalism. The copy should then act as the narrative for those powerful images, creating a cohesive and compelling story.

Percepción Social

Highly credible and respectable heritage brand that offers exceptional value. It is seen as a smart choice for those seeking durable, high-performance Swiss sports watches at an accessible price point, commanding deep respect among knowledgeable consumers for its quality and horological significance.

Ejemplos de Copy

• •Your Altitude Is Determined By Your Attitude. The new Alpiner Extreme, engineered for the peak performer.
• •4,000 meters up, with only the summit in sight. For moments when you rely on instinct and precision, there is Alpina. #AlpinaWatches #Alpinist
• •Forged from a legacy born in 1883, the Seastrong Diver is more than a watch; it's a promise of reliability. With 300 meters of water resistance and a self-winding automatic movement, it's the professional-grade instrument built to explore the world beneath the waves.
• •Don't Just Buy a Watch. Inherit a Legacy.
• •From the pioneers of the sky to the visionaries of today. The Startimer collection continues a tradition of horological precision for those who navigate their own course. Swiss Made. Aviator approved since 1925.