Time Well Spent: What Watch Brands Can Teach Any Business About Storytelling
Think about the last time you admired someone’s watch.
Chances are, if you had a chat with its wearer you didn’t ask about its movement or jewel count: you asked about its story.
Who designed it?
Where did it come from?
Why did they choose that one?
What does it mean to them?
Odds are, they had answers to all of those questions and then some.
That’s no accident.
Watch brands have turned storytelling into an art form.
Because watches aren’t just about keeping time - they’re about capturing it. The best watch brands know this. They don’t really sell gears, crystals, or movements; they sell heritage, precision, aspiration, achievement.
In an industry where countless brands compete for the same wrists, the ones that stand out are those that have mastered their brand story.
And if watchmakers can do it, so can you.
Why watches are the ultimate storytelling tool
As I alluded to in the intro, a watch is both functional and symbolic.
Sure, it measures the minutes but what it really represents is milestones.
Graduations. Anniversaries. Achievements. Family.
That’s why watch brands lean heavily into narrative.
Heritage houses that evoke centuries of craftsmanship and “days gone by” are what many independent makers crafting watches seek to do for dreamers and explorers.
Their stories make you feel something deeper than utility - they make you want to belong.
“We do not sell time. If you want the time you have a phone or a smartwatch. We sell an experience, we sell a way of doing things, a name, a beauty, design, techniques. So it’s our whole package about authenticity, which goes way beyond functionalities.” - Antonio Seward, Audemars Piguet
What they get right (that you can too)
They sell emotion and identity first - features second
Case in point, watch brands rarely lead with specs.
Instead, they focus on what wearing the watch means.
Whether it’s celebrating a career milestone, symbolizing adventure, or connecting to a tradition of craftsmanship, the emotion always comes first.
That’s what customers buy into: the feeling, not the function.
Your brand can do the same by asking: what deeper need or desire does your product fulfill? How can you position yourself as an extension of your customer?
If you get that right, you’ll have a significant competitive advantage against others in the market.
2. They tap into history and legacy.
Even relatively new watchmakers borrow the language of legacy: heritage, timeless, precision, tradition.
Why?
Because stories rooted in history feel enduring and trustworthy.
Customers want to belong to something bigger than themselves, and heritage offers that anchor.
No matter how young your company is, or what industry you’re in, you can craft a story that connects today to a meaningful “bigger picture” - your mission, values, or vision for the future.
3. They build community.
Okay, this is a biggie.
Think of Omega at the Olympics, Rolex at Wimbledon, or Grand Seiko with their devoted collectors.
These aren’t just sponsorships; they’re touch points for belonging.
Watch brands create communities where customers feel part of a shared identity.
For your brand, this might mean highlighting customer stories, sparking conversations on social media, or finding ways for people to connect with each other through your product or service.
Whatever it is, helping people see themselves as part of something bigger than what your actual product or service is a strong advantage.
4. They make every detail part of their story.
From the sweep of the second hand to the engraving on the caseback, details matter - and watch brands make sure those details carry meaning.
It’s the same in marketing: every touchpoint is an opportunity to reinforce your story.
Website copy, social captions, email subject lines: all should feel like they’re telling the same cohesive story, even in small ways.
Consistency builds trust and recognition.
How to level up your brand with lessons from the watch industry
You don’t have to make watches to tell stories like watchmakers. Here’s what you can borrow:
Anchor in values, not features. Customers forget specs; they remember how you make them feel.
Build legacy, even if you’re new. Every brand has a beginning. Tell yours like it matters.
Turn your products into symbols. What does using your service say about someone? That’s your story.
A simple fix to get you started
Stop describing what you do - and start telling us why it matters.
Instead of a product list, frame your offering as a journey, an identity, or a lifestyle.
That’s what watch brands do — they turn a practical object into a powerful story.
Time to tell your story
The best watch brands don’t just measure time — they give it meaning. Their success lies in how they craft stories that resonate, inspire, and endure.
And that’s a lesson every business can take to heart.
So, ask yourself: what story is your brand really telling? And more importantly — is it the one your customers want to hear?
If you’re ready to shape a story that stands out and stands the test of time, let’s talk. Together, we can craft copy that connects, inspires action, and makes every word count.
-MB-
