A Good Reason for Owning a Pricy Bauble
In May 2013, I wrote a column for Target Marketing magazine titled, "If You Have to Ask, You're Too Stupid to Own One."
The trigger was a Breitling watch ad, in which in the background of the ad is a WWII North American Aviation P-51 Mustang, arguably the greatest fighter (for its time) ever produced; 15,018 were manufactured and 150 are still airborne. Among today's proud owners: actor Tom Cruise.
[Click on the first image in the media player to reveal the Breitling ad]
P-51 Mustangs and Breitling watches are guy things. I am a guy. I love antique aircraft. I am intrigued by ads for pricy watches in such upmarket publications as Vanity Fair and the Financial Times How to Spend It magazine.
The Price Thing
A Breitling watch costs $3,000 on up to $175,000. My taste in a watches runs to a $20 Timex or Casio. Features include: two time zones, stopwatch, elapsed time, date and day and a light button so I can tell time in the dark. When the watchband breaks, I buy a new watch.
What Does the $3,000+ Breitling Do for Me That My Timex Will Not?
Obviously it does something, because it has three separate dials-at 12:00, 6:00 and 9:00. Yet, in all the watch ads I have seen over the years, not one has ever explained the little dials. No copy. No call-outs. No nothing.
The message to me from Breitling (and all other upmarket watchmakers) is: "If you have to ask, you're too stupid to own one." Hence the title of my May column.
Say Hello to Guest Writer Fred Lederman
A long-time reader of this cranky Web column is Texan Fred Lederman. His business is providing "support to corporate management, investors and investment bankers through in depth expertise in mergers and acquisitions."