Billboards?

I see a ton of billboards featuring luxury watches. While they’re a nice distraction from a mundane drive, it seems strange to see so many as if the lowly billboard represents a large portion of luxury watch advertising. It‘s usually a local jeweler putting them up but I generally associate billboards with injury lawyers, auto dealers and casinos - they seem rather unsophisticated for high horology. 

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Billboards turned out to be the most common form of watch advertising outside of internet and printed periodicals based on my totally unscientific query https://www.watchcrunch.com/OscarKlosoff/posts/watch-advertising-less-print-and-internets-19615

If someone knows the rates for that sort of thing compared to other forms of advertising, please enlighten us. I suspect  that, for a local business, the local aspect matters. There is little point on spending money to reach people even a hundred miles away. 

I have no idea if there is some advertising expenditure required in order to be an AD of certain brands or if subsidies exist. As with, say, Budweiser and Coca-Cola, they aren't advertising to inform you of their existence but to remind and reinforce, to keep the brand name and image in the public eye.

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I suspect there is a bit of jeweler vanity involved. "Hey Martin, I saw that huge billboard for your shop on the highway. Business must be good!"

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The other possibility is that advertising on big digital billboards is that it is relatively cheap. 
 

I do get a kick out of jewelers that advertise Rolex in connection with their shop, my AD included, as I always shout “UNOBTAINIUM” as I drive by! 😂😂

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OscarKlosoff

I suspect there is a bit of jeweler vanity involved. "Hey Martin, I saw that huge billboard for your shop on the highway. Business must be good!"

Good idea. 

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StevieC54

The other possibility is that advertising on big digital billboards is that it is relatively cheap. 
 

I do get a kick out of jewelers that advertise Rolex in connection with their shop, my AD included, as I always shout “UNOBTAINIUM” as I drive by! 😂😂

They should only show 28mm gold datejusts with diamond bezels.

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I think that @OscarKlosoff has the sense of it. With print advertising a dead or dying field, where else besides the internet can you reinforce the brand? 

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Every time I drive by a watch ad, I feel like a Formula 1 driver.