By
J.E. WESSELS
Assistant Sales Manager
Watches are not named haphazardly, but each model is presented with its name after much deliberation. There is as much care taken with the naming of watches as there is with the naming of thoroughbred race horses.
The first obstacle to overcome in naming a watch is to avoid using the same designation that other watch companies have used. There is, naturally, a great deal of duplication, but recently there has been a gentleman’s agreement to avoid using any name that has previously been used by another firm, with the result that the situation has been greatly improved.
There is a close relationship between the name and the price of a watch. It would obviously be ridiculous to design a fine diamond watch and then name it the Clipper, just as it would be equally ridiculous to name out cheapest model the Maharajah.
There is also a relationship between the name and the style of a watch. For example, in naming our Veri-Thin watches, we tried to select names that typified slimness and grace. Notable examples are the Arrow, the Comet, the Mercury, and the Wisp.
The Curvex line has been named with an eye to regal things, so they carry such names as the Countess, the Duchess, the Duke, and the Emperor.
Another factor is the fact that since watches are a quality product, their names should suggest smartness. That accounts for names such as the Moderne, the Biltmore, the Rhapsody, and the New Yorker.
Many of our most expensive diamond platinum watches are named after famous resorts, such as the Lido, the Biarritz, the Moritz, and the Naragansett.
Watch companies are always alert to names prominent in the news, which give them additional names for the models. This has often had amusing results, as companies have raced to obtain title to a name.
Some companies prefer not to name their watches, and designate them merely by numbers. But an appropriate name for a watch is more easily remembered by both customers and jewelers.
