Assignment 2: Product and Emotions: Watches

Watches are a daily necessity. It tells the time for a lot of people. Keeps appointment on time, making sure people know the correct time of the day. Besides telling the time, watches have also become a fashion accessory for some people.


Behavioral watches:

A casio watch

These watches either serve the basic necessity of the wearer or offers specific functionality for the wearer. For example, boys in Singapore often use Casio digital watches while serving the army. They are cheap (around SGD$20+) and serve the basic necessity of telling the time, together with a back-lit screen for knowing the time in the dark. Army boys know that their watches will go through rain and mud with them, thus getting a cheap watch which serves the simple purpose of telling the time is suffice. Even if it spoils, the cheap price will not hurt their wallet, and their heart. The design is also very simple and common that there isn’t much to look at or drool at.

A diver's watch

Diving watches, like the one above, is another kind of behavioral watch that is targeted at divers. Though they are slightly expensive (few hundreds), divers will know their true value and often take into account the extra functionalities that cater to their diving needs. Though it doesn’t sport a fancy design, these rugged watches are still designed with slight muscularity, due to the target audience are usually males.


Visceral watches:

Top to down: DKNY, Gucci, Prada watches

Fashion nowadays isn’t complete without matching accessories. Besides wearing the latest season fashion, one would often add in details such as bangles or watches to complete the entire look. These fashion watches are usually designed by big fashion labels such as DKNY, Gucci, Prada etc. Often, the aesthetic of the watch exceeds the functionality. These watches are expensive too (usually from few hundred to a thousand dollars), and they do not offer much functionality except displaying the correct time. People buying these watches are usually brand-conscious or materialistic; they buy for the sake of the brand or for the design. Although there are similar imitations of the designer watch, people often get the genuine for brand-name sake.

Fashion celebreties often advertises these watches by wearing them to galas or runways. Then magazines would also photograph these celebs and comment on their fashion. Such branding advertising is surely a way to get brand-conscious people to get their watches.


Reflection watch


Top tp down: Rolex, Franck Muller watches

The finest watches. Timeless watches. These watches exhibit class, status. Usually owned by the wealthy, celebrities or royalties, owning this separates one from the rest of the commons. They are usually hand-crafted by the finest watchmakers, resulting in a timeless masterpiece. Brands suck as Rolex, Franck Muller, or Patek Philippe & Co. fall under the fine watches category. Some watches are made with gold, or encrusted with diamonds, they exhibit an aura enough to capture one’s attention. Since they are usually associated with the rich, famous and royalties, having one on your wrist just makes you feel different. Mention it is a Rolex or Franck Mullar, people will look at you, or perhaps even treat you differently.

Of course, you must be able to afford that difference, at a cost of at least SGD$1000 to SGD$10000 or more. It is an entire different crowd from the rest, my friend.

Patek Philippe & Co. Watch. Costs a bomb.