Is it possible to have too much brand identity, or why do most Nomos watches look the same?

Let's clear something first: I'm wearing my Nomos Ahoi today and I like it very much, so this post isn't about bashing Nomos. 

I was taught many things in my life, most of them turned to be false, but some proved to be correct and one of them was about branding and design language and how it can differentiate a product by making it instinctively identifiable with a specific company and therefore make us believe that it share some qualities that we learned to like in other products from this same brand. For example I knew that Nomos favor a clean design that appeals to me and are not shying away from using colors, which is why I got a siren red Ahoi Neomatik.

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However, can this be taken too far to the point where it become impossible to distinguish one product from another? Looking at the collage I made from Nomos own photos I wonder why are all of these models so similar? Is it a case of laziness that led Nomos to basically recycle the same design over and over or is there another reasoning behind this strategy?

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They use the same movement(alpha) in a lot of the designs you showed. This might restrict their ability to change the styles, such as having the small seconds. 

Nomos also has a specific minimalism Bauhaus look. Deviation could go away from that design language.

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IMHO, yes it does constrain their design possibilities. However, I don't see that as a problem. People turn to them because of a particular style, the Bauhaus aesthetic. So that restriction may actually work in their favor. I looked up their history was was quiet impressed with their movement development. Sure, the usual games about modified ETA movements. But they really did move away from that and developed their own mechanics. 

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I also have Nomos Metro Update. this is a little different from other Nomos. for a cheaper Bauhaus design, take a lot at Sternglass.

I like accuracy, my Nomos is +10 seconds a day.

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Damn. At first glance I thought this was a thread to bash nomos. I was very excited for it until I kept reading. 
I find these watches soooooo boring. Everything looks so similar. Like I said in an earlier thread. I think mostly spy’s wear Nomos. Because the watch is so boring that nobody notices you. 
It’s a clear conspiracy between the CIA and the German watch manufacturers. I once heard that James Bond was supposed to wear a Nomos. But Q was so bored working on it that he couldn’t build it into a lightsaber. Pretty much sums up all I have to say about it. 

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In Nomos's case, it is a bit of a problem, because the elements that make up their design are not really theirs, they pre-date the company. Nothing is stopping other manufacturers to use the same elements with tiny variations - as there's not a lot of room to express yourself. And then their watches look like Nomos's. That does not just apply to Chinese homages:

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Here we have the DUFA Gropius, the Dugena Dessau, and the Stowa Antea.

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uhrensohn

In Nomos's case, it is a bit of a problem, because the elements that make up their design are not really theirs, they pre-date the company. Nothing is stopping other manufacturers to use the same elements with tiny variations - as there's not a lot of room to express yourself. And then their watches look like Nomos's. That does not just apply to Chinese homages:

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Here we have the DUFA Gropius, the Dugena Dessau, and the Stowa Antea.

I was just wearing my Chinese homage (Feice) yesterday! Hahaha.

As far as Dufa goes, they don't have any real design language at all. As far as I can tell, the watch brand was resurrected, and a good amount of their manufacturing occurs in China.

Here is my Dufa, which looks nothing like the one you posted.

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Absolutely you can have too much brand identity... even more so when you didn't even invent the style and some of the features, like extra long lugs, just annoy most potential buyers.

Nomos make good watches I'm sure but they really just make one thing, like Panerai or AP at this point... although I would say Nomos took a much older design and "made" it their own, unlike Panerai or AP.

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MichaelBayer

I was just wearing my Chinese homage (Feice) yesterday! Hahaha.

As far as Dufa goes, they don't have any real design language at all. As far as I can tell, the watch brand was resurrected, and a good amount of their manufacturing occurs in China.

Here is my Dufa, which looks nothing like the one you posted.

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You are right about Dufa, but many brands, even better respected ones, have no real overarching design language. For example, what is the design language of Certina? Even when we associate a certain style of watch with a brand, as in the cases of Junghans or Hamilton, we often find in their catalogues lots of stuff that is completely unrelated to their supposed design language.

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I get your point that all of those white dials look similar, but I think Nomos is far from a one trick pony. The dial finishing on this Neomatik is amazing and the movement isn't half bad either. I'd be proud to add a Nomos to my collection.

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I've heard different model names, even visited their website at one point, but it still feels dishonest to say that they make different watches. I guess they own that style at that price point, but I can't help but think that this is solely because nobody else wants it.

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Nomos uses dial color to differentiate itself, IMO. 

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The order you chose to present the watches was ideal because it shows a design progression.  The difference between the Tangente and the Ludwig is so slight as to be inconsequential.  

However, the difference between the Metro 38 and the Club is so massive that it would be near impossible to confuse them.  

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If Nomos were to begin checking boxes by putting out a chronograph, and integrated bracelet, or a GMT, it would lose a bit of its identity as "Nomos".

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i wouldn't say it's lazyness. it's still takes a lot of time to design these "little" changes. it's like they only have a small toolbox full of design elements and they manage to create very different watches. if you like a minimal style and you pay attention to the details, they do differ a lot.

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cornfedksboy

Nomos uses dial color to differentiate itself, IMO. 

Not so much IMHO, there is a baseline of common colors.