Exquisite watches with speckles glittered on the wrists of a predictably elite crowd at Gurney’s Resort & Marina, one of the most popular vacation spots in New York State among locals and tourists. One late summer weekend, a few weeks before the famous Hamptons lose their seasonal warm climate, Swiss watch manufacturer Ulysse Nardin appeared in a decorated Airstream trailer converted into a mobile watch salon. It was located right at a place called “The End of the World,” the easternmost point of New York State.
The promotional partnership between Ulysse Nardin and the retail watch network Watches of Switzerland is an interesting exercise in what can happen when elite watch brands truly leverage their greatest marketing asset - the gathering of interesting people. François-Xavier Hotier, President of Ulysse Nardin North America, knows a thing or two about the importance of marketing watch brands in the American market. Under his leadership, the watch company has tastefully regained popularity. His strategy is no secret. Armed with the trust of Ulysse Nardin's headquarters, he does precisely what wise brands do - he brings people together.
In this case, Ulysse Nardin brought together the founder of a veteran charity supported by the brand, select employees from their official dealer, and esteemed guests vacationing in one of New York State's most exclusive locations. Against the backdrop of yachts and lobster rolls, it was truly “good watch territory.”
What François-Xavier knows well about expensive watches is that captivating stories truly matter when selling products. He also knows that good stories have no value if the right people do not hear them. That is why gathering people together is so important, as it is then that stories are exchanged (and created). The story told to me on this pre-storm day (sunny, but with an accompanying hurricane warning) was about how Mr. Alex West founded the philanthropic organization known as One More Wave. Working with disabled and injured Navy SEAL veterans, his charity produces custom boards for a special form of surf therapy. His work is successful, and the watch brand Ulysse Nardin is a proud sponsor. Now Mr. West came to Montauk to tell his story, all in the name of soldier rehabilitation made possible by generous donations from brands like Ulysse Nardin, which specialize in making the wealthy feel good (when they do their job right).
Among the main trends in the luxury watch sector is the need for many sold watches to have value that exceeds the price and aesthetics. To be desirable, luxury watches must have everything plus individuality. Beautiful watches struggle to find new buyers. Nowadays, buyers want more authenticity from their wearables, so an additional “something” is needed to nudge buyers towards purchase. In the case of Ulysse Nardin Diver Deep Dive One More Wave, it is the fact that each purchase goes directly to support West’s One More Wave organization, which aids the everyday lives of select veterans by teaching them and getting them on the water with their own boards.
Many graduates of One More Wave claim that surfing was often the only time they did not feel suicidal or like a shadow of their former selves. Surfing is also a surprisingly social activity devoid of the typical aggressive competitiveness characteristic of many other well-known sports. Against the backdrop of the ocean's power, which promotes relaxation, and the serene focus needed to succeed in surfing, it becomes clear why the One More Wave system works.
Even more interesting is that this charity also engages in making custom wetsuits and surfboards for veterans with physical disabilities with whom they work. The organization's founder, Adam West, is a graphic designer by education, possessing a set of invaluable skills that allow him to help create products with visual designs meant to inspire and empower the veterans for whom he makes them.
Elite watch brands do not take lightly to the prospect of collaborating with charities - or any organizations for that matter. Public relations between any elite company and a third party must strictly adhere to a long list of values, morals, and principles that old-world status symbols are obliged to follow. Simply supporting a company like Ulysse Nardin is itself a testament to their virtues (though, of course, not all watch companies have such meticulous managers as Ulysse Nardin, owned by the Kering Group). A few years ago, I met with the president of the Ulysse Nardin brand in the USA after he first met the One More Wave team in San Diego. He wanted to know my opinion on how the watch enthusiast community would react to these relations. I immediately responded that I thought it was a good idea.
Ulysse Nardin not only supplied watches to the US Navy in the past but has also produced serious diving and naval instruments for many years. Why not partner with a charity that helps some of the people whose careers are linked to the brand's past? Moreover, surfboards are an iconic symbol of leisure, youth adventure, sex appeal, the call of the beach, and travel. All these concepts fit firmly into the list of values that most elite companies want consumers to associate with their preferred lifestyle. Finally, it seemed important to me that One More Wave truly performs the positive work it raises money for.
Many fundraising charities are merely information centers that rarely engage in direct social or environmental aid. One More Wave is quite open about the fact that fully equipping and training one veteran with surfing gear and necessary skills costs about $5,000. It's not cheap, but at least it's an honest price for individual therapy.
Some of Ulysse Nardin's latest watch models fit surprisingly well into the surfer image. Many of the brand's sports watches are part of the “Diver” collection, which is a cousin of the Marine family dedicated to boats. A few years ago, Ulysse Nardin had nothing aimed at the more modern, young consumer. Today, the brand attracts buyers who are more interested in modern design and engineering solutions rather than vintage style and functionality. This is evident not only in the elite Ulysse Nardin Freak and Executive watch models but also in the sports watch collections, which are distinguished by expressive appearance and accessibility.
It's hard for people to walk away from someone with a surfboard - I found this out while watching the magnetic power of human and wave-riding device interaction while basking in the non-Atlantic sun, observing men and women in pastel tones admiring Ulysse Nardin watches on their way to the pool. Or perhaps it's the surprisingly reliable air conditioner of the small trailer? Hospitality always attracts them.
While boastful product presentations and TV commercials are great brand-building events, it's the time spent in the field with real consumers that will make or break a luxury watch brand tomorrow. Capturing market share in the long-depressed retail market in America is work like this: delivering watches, talking heads, and noticeable experiences to where the people are. Ulysse Nardin understands this. And if the brand continues to bring stories to life and share them, its appeal to both new and existing watch consumers will grow. Watch brand managers who lead by rolling up their sleeves already own the future.