In deciphering the watch launch press releases that are sent to us – as someone who studied marketing – I often wonder why a watch brand name or model name was selected. Rolex is famously known around the world and can be pronounced easily in any language. The brand name and the names of their watch models are not only easy to pronounce, they’re easy to remember. And crucially, they sell. Better than any other mechanical watch on the market.

So why then, do so many watch companies go for such complex names? Just look at one paragraph from a recent Czapek & Cie press release below.

“The four new Faubourg de Cracovie references were unveiled for the opening of Czapek & Cie’s first boutique, located on Geneva’s emblematic rue de la Corraterie. The timepieces are ironically named after the finest and most famous salmon species from the Pacific Ocean: Chinook, Coho, Sockeye and King. Inspiration for these models came from a unique piece created by the company for a collector who had requested a bespoke Quai des Bergues with a salmon guilloché dial and blue hands and numerals.”

The naming of the watch and the brand are convoluted. I’ll remember Submariner, Datograph, Speedmaster, but not “Faubourg de Cracovie.” Seriously, even the dial has just “Czapek Geneve” on it. If the “& Cie” is omitted on the dial, why not drop just drop it from the name?

Same with Moser & Cie, the “& Cie” really adds no value, it merely makes it harder to say, harder to write, and most importantly: harder to sell.

Jason Pitsch
Posted by:Jason Pitsch

Jason Pitsch is the Founder of Professional Watches. He appreciates good design and engineering in everything from architecture to automobiles to cameras to clothing. Yet his focus for the past decade has remained consistent on covering just one type of craftsmanship: watchmaking.