How do watch companies distinguish their watches from each other?

Frederique Constant- Ballerina Jewelers, St. Maarten

Let’s say you own a watch company. You compete with Rolex, Breitling, Omega, Movado, Festina, Frederique Constant, Alpina, Citizen, Seiko among many others. How do you market your watches?

Don’t they all just tell time?

Don’t they all have an hour hand and a minute hand? (Assuming it’s not a digital watch).

Don’t they tell you time in a 12 hour period? Most have a date. Some have a day and date. Some are automatic winding; some are quartz and require a battery. Some use light to power their watches.

Some use rare metals like titanium; others use gold. Most are stainless steel. Some can go down to 5000 feet in the ocean, others are simply water resistant and never make it past the bathroom sink. Still others cannot go in any water at all. Of course there are many styles, models and colors to suit every interest. Most importantly, how do you set yourself apart from all your competitors if every one of these time-tellers does the same thing?

Think about what you do every day. You practice law. You went to law school and are now in the real world looking for clients to support your practice and your lifestyle. How are you different from all of your colleagues and competitors?

Doesn’t everyone in your specialty handle the same type of law? Is what you do really that different from your competitors?

Let’s say that your level of experience and success is virtually identical to one of your good friends. How would a consumer be able to distinguish what you do from everyone else?

Let’s go back to the watch company. Their advertisements use exquisitely detailed and very large photos of their gleaming polished watches in their print ads. They appeal to the sports-buffs; they appeal to the individual who participates in rugged ‘manly’ sports like rock climbing, yachting and skiing. Those ads also appeal to wanna-be athletes who believe that wearing this chunk of metal brings them closer to that ideal man who wears this type of watch. You know that man, the one that requires a massive, chronograph-laden watch with 20 different functions. Others appeal to ladies fashions with bright, brilliant diamonds that surround a mother-of-pearl dial and bezel.

With watches, the appeal and detail of the photos are key to attracting buyers. There’s also the celebrity endorsements that certainly help. When you think of James Bond, what type of watch does he wear? An Omega. When you think of Andre Agassi, the tennis player, what watch does he wear in his ads?

Putting aside the celebrities you might represent, how else can you distinguish yourself? Putting up large photos of yourself doesn’t do much to set yourself apart from all other lawyers. Yet, the watch companies use details of each of their watches to set them apart.

One uses a self-winding mechanism that is the leader in these devices. One says they’re the watch worn on the moon. Another says they are the only Swiss watch company to develop rugged, action-packed mechanical devices to withstand 3 G’s worth of movement- as if you’re planning on using the watch to routinely go on death-defying roller coasters or fighter jets with massive amounts of G-force.

One of the best advertising I’ve seen from a watch company is a tutorial on how their watch actually works. They show you step-by-step how the different pieces of their watch makes the device that you wear on your wrist tell time accurately. They use photographs and diagrams to explain.

Why can’t you do the same using video?

The sooner you start creating video to help your online viewers understand how law works, the sooner you will be able to effectively set yourself apart from your competitors.

Want to learn how to do that in a simple, fun and profitable way? Then spend the next 58 seconds watching this video that explains just one way I use video to market my law practice. It’ll be eye-opening when you see the possibilities. What are you waiting for? Click here.


“You’re videos are the ideal of what an attorney video should be!”

Here’s a great note I received from Tanner Jones at after listening to a presentation I gave in North Carolina:

“Good morning, Gerry.

Our team thoroughly enjoyed your presentation while in North Carolina.  You have obviously mastered the technique and have done a superb job at marketing your law firm via online video.  We have all read and enjoyed your book, “How really Smart Lawyers are using Video on the Web to Get More Cases.” I have already encouraged a prospective client to browse through your site and view your videos as an example of what the ideal legal video should be.”

Tanner Jones, Marketing Consultant,, Inc. 1-800-872-6590

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The nice thing that we’re doing here is that we’re targeting specific cases, specific case types, specific injuries where everybody is searching for these things on the web.
If you don’t do TV advertising, it’s an absolute must. If you do TV advertising, it’s a great piece of the puzzle. The difference with this is that they’re already on the internet searching for an attorney or searching for answers regarding a problem that they have. So it’s already targeted to those people.

Paul Hernandez
Kalfus & Nachman