Glashutte

Maybe it's just me in the tech industry, but I don't get this ad. Please really forgive me for my rant. Just that the tag line tucks at me in a very wrong way.

Look, I get it. Watches are timeless and rugged and ever lasting. However, why can't the brand define themselves by what they have rather than what they lack? Bring up the elegance, the endurance, the precision, the history. Why dig up the GPS?

I also find the background of the airport to be particularly insulting, given that GPS makes air transportation immeasurably safer and cheaper. You literally can't pilot commercially without GPS.

Finally, the implied disdain for technologies really bugs me. Again, I am in tech, so I have invested bias. But technologies are what separate us humans from animals, what enrich us to enjoy this beautiful piece of mechanical art and craft. Why define the superiority thru the lack of a tech?

Again, I am so sorry for being less than supportive. However, I feel like us watch lovers should embrace tech rather than disdain it. Technologies, from metallurgy to CAD to additive manufacturing, allow us to make these beautiful objects. Art and craft should exist along with, in augmentation to, and complimenting technologies, not opposition to them.

Again, so sorry for my rants.

Understood. You're right, it is always smarter, to accentuate the positive, not the negative.

No need to apologise for an honest rant! My beef was the title of the post: Glashütte - whilst Tutima (the brand in the ad) is just one of numerous watchmaking companies hailing from that town. As for the ad itself: i do get that appeal to old skool technique; I don’t know how old that ad is, but not that long ago mechanical watches had to fight for their existence. But ofc see your point as well!

Awesome post! 🤩

Thank you for sharing this with us

Keep up the good work 🙌🏾

🍻

That’s actually awesome. Is copywriting your trade?

Don’t listen to the haters, I think this is rather cool and actually innovative given the brand.

Taking a shot at GPS dates the ad. Imagine seeing this ad a few years from now when the tech world had moved on from GPS. You might as well put a picture of a man in hammer pants on here.

Some of the best ads are relatable because they are timeless. Patek's iconic ad and tagline, as cheesy as it is and as alta sociedad as it is, is relatable.

No, we can't all relate to leaving behind a 50,000 USD watch to our bratty trust-fund kid, but we can relate to the idea of leaving behind a legacy (whatever that is) to our children. It's a feeling that resonates.

GPS? The ad might as well talk about data privacy for all the good it can do. Or use #timesup to be relevant. At least that hashtag has some connection to watches.