If Lucille Ball's character in the 1940 Rodgers & Hart musical Too Many Girls had been wearing one of today's fine luxury watches from Movado, Citizen or Cartier, she might not have wound up singing the plaintive lyrics '...I - didn't know what time it was...' Those who own such quality designer watches always know what time it is - and such gifts, whether to one's self or to another, are always appropriate, always appreciated, and always useful. Read on and learn more about quality luxury watches.
New...And Yet, Old
Actually, the idea of designer watches is a fairly new one, going back only about 140 years or so. If that seems not-so-new, consider that the first men's watches came into being during the days of King Henry VIII, Martin Luther and Ivan the Terrible - just a little more than a century after the invention of the first spring-driven mechanical clocks around 1400!
These early men's watches were relatively large by modern standards - unwieldy devices that gentlemen wore on a chain around their necks and were neither particularly durable nor accurate. As craftsmen learned to miniaturize the components over the course of the subsequent two centuries however, the pocket watch became a necessary masculine accoutrement, and with the dawn of the Industrial Age, even a required tool of many trades.
For The Ladies
There appears to have been custom-made ladies gold watches as far back as the 1700s, but these were worn by royalty and aristocracy for the most part. The first ladies watches that were worn commonly by women of the middle class were actually the first 'wrist watches,' known as bracelet watches. These were some of the earliest designer watches available, first manufactured in the U.S. during the late 1860s. (Mens watches designed to be worn on the wrist didn't come along until 1904 when aviation pioneers realized it was necessary to have a timepiece that allowed them to keep both hands on the controls.)
Settle For Nothing Less Than The Best
, crafted in Switzerland by a company whose name literally means 'ever in motion,' set the standard for luxury watches. These extra fine timepieces not only use the latest technology in their construction, but also feature sleek, Art-Deco influenced minimalist design that is unique and immediately identify the wearers as people who appreciate only the best life has to offer. Movado diamond watches come in hundreds of variations and models, making it easy to find a timepiece that is virtually one-of-a-kind. Once you've experienced one of Movado's fine luxury watches, you'll fully appreciate the old expression 'runs like a Swiss watch.'
Men And Women Together
The answer is probably no.
It's not a question of chauvinism, sexism, or any other "ism" for that matter. We're just geared differently. And the more you know about these key gender/marketing differences, the more books you'll sell. It's that simple.
So consider these differences the next time you do a radio, TV or print interview to promote your book.
*Just the Facts, Ma'am Versus Telling the Whole Story.
According to the great "Marketing to Women" book by Martha Barletta, a book I often refer to, men tend to strip propositions down to the "nuts and bolts," to the bottom-line reasons for buying or not buying. And the faster they can do that, the happier they are. Think of this as a sort of Dragnet, "just the facts, Ma'am, buying philosophy.
Women, on the other hand, tend to be more information driven. You could say, the more information, the better. This is almost the opposite for men. Martha Barletta says women are looking for "the Perfect Answer." Now I realize this is a generalization and there will always be loads of exceptions to any "rule" but women tend to want more surrounding data than men do before acting.
You might try testing the above research in your next interview, talk about your book in "headlines," outlines and shorthand if you're selling to a predominantly male audience, but tell as much of the whole story as you can if you're selling mostly to women.
And, as I wrote before, if you're speaking to both genders, blend the two approaches. Decide ahead of time how to present the nuts and bolts case as well as the "inside scoop." Maybe begin a new interview direction by doing a quick outline that covers the basics, the facts, then launch into stories that flesh out the topic, and just repeat that formula until the interview is over. There's another thing you need to know about marketing your book to men and women.
The Value of Warm and Fuzzy.
If you'll forgive another seeming cliche, women tend to care about the things they buy. Here's what Barletta wrote in her book: "Remember that women's gender culture is geared toward empathy rather than aspiration." She goes on to write about a hypothetical SUV ad campaign that might have particular appeal to women it wouldn't talk in terms of "our 270 horsepower engine" but instead of our "4,000 pound guardian angel."
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