Ecomdigest Watches Newsletter - 10.10.2024

PLUS: Omega’s Latest Speedmaster Revival

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Latest in Luxury Watches ⏱️

Tom Brady is auctioning his watch collection, including a custom Audemars Piguet and Richard Mille, at Sotheby's on December 10. The sale features game-worn jerseys and Super Bowl memorabilia. Brady's passion for watches began early, and his collection reflects his dedication to understanding and curating exquisite timepieces.

TAG Heuer's new Carrera Extreme Sport models offer innovative chronographs with unique material combinations. However, their complex design diverges from the original's clarity, sparking mixed reactions. While technically advanced, the watches' readability is compromised, challenging traditional enthusiasts. Despite this, they may attract buyers if priced appropriately.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Watch Trends ⌚️

Omega has reissued the Speedmaster CK2998 as the First Omega in Space, featuring the Co-Axial Master Chronometer cal. 3861. This model replicates vintage details like a grey-blue dial and faux-vintage lume, offering enthusiasts a compelling blend of historical design and modern technology at an affordable price.

The Seiko Presage Craftsmanship Series Porter Classic Collaboration Limited Edition watch blends Seiko's historical design with Porter Classic's artisanal style. Inspired by Seiko's first wristwatch, it features a pocketwatch aesthetic and exquisite craftsmanship. This collaboration highlights both brands' dedication to quality and innovation, making it a unique collector's piece.

Edouard Koehn's Legacy Rattrapante Split-Seconds Chronograph revives a classic pocket watch style with modern features. Despite its appealing enamel dial and automatic Concepto movement, the watch's thickness and high price may deter some buyers. This blend of tradition and innovation offers a unique, albeit costly, timepiece for enthusiasts.

Ulysse Nardin's Freak S Watches of Switzerland Centenary Exclusive features a striking purple crystalium dial, showcasing innovation in watchmaking. Limited to 10 pieces, it combines sci-fi aesthetics with advanced mechanics. This edition celebrates Watches of Switzerland's centenary, highlighting Ulysse Nardin's commitment to craftsmanship and design evolution.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiencesand creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division