Copywriter for the watch market

Copywriter for the watch market

I'm Al Hidden. I offer copywriting services to organisations in the watch industry. My specialities include in-depth online article writing, product description writing for watches and watch straps and blog post writing that engages with human watch lovers and search engines.

As a writer, for watch companies and others with interests in the watch industry, my mission is to use my research, writing, marketing and PR experience to help you engage with audiences and grow your business. Are you responsible for marketing in the watch industry? Or commissioning copywriting for the watch industry? Maybe you need more – or better – website, brochure, product description, blog post or case study copywriting?

'I’ve had the pleasure of working closely with Al for the past 5 years creating written word for product listings, about us pages as well as in depth articles covering the luxury watch world for the WatchGecko Online Magazine. Al has always worked to a brief and consistently delivered content that adds value to our business. With a vast experience of being a watch writer and knowledgable industry expert, Al is able to apply his analytical head and his library of information in an effective way.' – Tim Vaux, Luxury Watch Editor – Geckota Ltd, Gloucestershire, UK

Perhaps you've realised that you and your team simply haven't the time, inclination or specialist skills to get vital copywriting done. If so, as an experienced copywriter for watch companies and the watch industry, I can help.

Luxury or affordable microbrand, let's talk watches! Call 01242 520 573 or email me


Copywriter for watch companies – Al Hidden Copywriter

More about my watch industry copywriting

Before we talk in more detail about your copywriting requirements, please look at a few examples of what I can write for a watch business like yours? Just click on an image below to read the whole article in situ, see what I'm capable of and imagine how my professional copywriting skills will engage your customers, prospective customers and the search engines...


Al Hidden – Watch Industry Copywriter

Article writing for the watch industry

Researching and writing an immersive, in-depth piece about the meaning of 'Swiss-made' and 'Swissness' was a typical challenge. The article involved considerable research and writing around the subject as well as careful inclusion of an extensive keyword and long-tail key-phrase set, including terms such as 'are Swiss made watches better'. You can read the full article via the linked image below.

Watch industry copywriter - are Swiss watches better?

And here's one that combines my interests as a watch industry writer and automotive copywriter. It looks at the birth and rise of the iconic VW Beetle alongside some of the iconic watches that have come out of Germany since WW 2. Click on the image to go to the article.

Al Hidden automotive copywriter article about VW Beetle and German watches

My first articles about watches

The first article I wrote for Geckota explored the origins of pilot watches and the role of German Luftfahrtministerium specifications in pilot watch design between the two World Wars. And of course their subsequent influence on the luxury watches market where pilot watches by IWC, Zenith, Breitling, Laco, Stowa, Sinn, Cartier, Bremont and many others reportedly constituted around 10 per cent of all luxury watch sales in 2013 (Financial Times March 26 2014). You can read the article by clicking on the image below.

Copywriting for the watch industry - fliegeruhren pilot watches

What my watch industry clients say

'We had been looking for a copywriter for a while when were introduced to Al by a mutual friend. Since 2015, Al has taken our website's content to a new level. Any online retailer knows that accurate, concise and search engine optimised content are essential and Al's commitment to this has been second to none. In short, I would happily recommend him to anyone in need of carefully crafted words for their business.'

Jonathan Quinn, Founder & Managing Director, Geckota Ltd


It's also good to receive positive comments from my clients' website visitors, particularly when they're knowledgeable professional watch wearers. Here's an example. The first comment from the Airbus A380 pilot is solid gold. It's the kind of unsolicited feedback that makes a copywriter's day:

'The very best article on pilot's watches I ever read. Accurate, full of important information, clearly written by a true expert. My sincere congratulations to the author.' – L. V., Airbus A380 pilot (12500 hrs total flight time)

Reader comments on website pilot watch article

More on copywriting services for the watch industry

Until I started writing about watches and the watch industry, I hadn't worn a watch for over a decade! Like so many of us, I'd used my phone or computer to tell the time. Nor had I done copywriting for the luxury watch market or, indeed, any part of the watch industry.

But I'm a fast learner. Everything changed in 2015 when UK-based watch and watch strap brand Geckota asked me to write for their WatchGecko, ZuluDiver and Geckota brands. Suddenly, I was a watch industry writer...

Watch industry article writer - travel watches - The Local Answer

A fresh approach to the luxury watch market

Since starting to write for Geckota, I've been immersed in the affordable end of the fascinating luxury watch market and engaged by the world of contemporary and vintage watches. As I do for every field that I write for, I read widely and voraciously on watches, watch history and the watch industry.

I've also been fortunate enough to visit the Baselworld Watch and Jewellery Show several times for Geckota. You can read my thoughts in the Baselworld 2017 A–Z Review and Baselworld 2018 A–Z Review. Or check out the in-depth article I wrote for the WatchGecko Online Magazine about visual design at Baselworld. Cue the obligatory picture of the Herzog & de Meuron Messe Basel...

Baselworld Messe Platz

I'm hooked and fascinated by why people still buy luxury watches in 'an industry that has lost its basic utility...' according to Serge Maillard in Europa Star. Being a relative newcomer with fresh eyes and an unjaded view of this infinitely addictive world, I've been ideally positioned to write about it.

I get vital watch industry copywriting off to-do lists...

Is yours an affordable watch business like Geckota? Or maybe you're an established luxury Swiss manufacture that could use a fresh approach? What if you're targeting the increasingly important pre-owned watch sector? Or perhaps you play a different part in the world of wristwatches, but could use copywriting support? Whether you operate in the online watch market or not, if you haven't the time, inclination or specialist writing skills to craft vital copy, I can help.

Copywriting for the luxury watch market

Geckota started as a micro business supplying watch straps in 2010. Since then, it's evolved into a designer and online marketer of well-engineered automatic and quartz watches inspired by classic luxury watch brands – with the addition of contemporary twists.

In another editorial (Europa Star, Chapter 2 2017), Pierre Maillard defines the mid-range luxury watch category as ranging between CHF500 and CHF5000. That qualifies the latest Geckota watches, such as 2017's Kickstarter-funded diver, as affordable luxury timepieces. And it validates my claim to do copywriting for the luxury watch market...

Luxury watch copywriting - first Geckota divers watch through the Gotthard base tunnel

DID YOU KNOW: to the best of my knowledge, the watch above, a pre-production example of the brand's 2017 Kickstarter-funded  divers' watch project, was the first Geckota timepiece (and certainly the first example of this model) to travel through Switzerland's new Gotthard base tunnel in central Switzerland.

Immersing myself in watch-industry history

When brands as diverse as Breitling, Christopher Ward, Bremont or Geckota draw so heavily on the rich heritage of luxury watches, their copywriter must immerse themselves in that same history.

Furthermore, when affordable or luxury product ranges have such strong feature and benefit propositions and are so richly inspired by iconic watches, it's a missed opportunity not to use well-written product descriptions to inspire customers. It's another missed opportunity if you don't harness skilled copywriting to present the brand and differentiate it in the competitive horological world. 

Even if yours is a small start-up watch company, the internet lets you compete with well-known luxury brands. But your copywriting, including vital website articles, product descriptors, user handbooks and PR writing must be as good as your products.

Copywriting for the luxury watch sector

Product descriptions that inspire watch buyers

Discerning customers and search engines expect (and deserve) more than just dry product specification listss. If you're an online watch retailer, you'll be aware that blindly copying manufacturers' product descriptions is a huge mistake.

If you do, as myriad online businesses have learned to their cost, Google will penalise you heavily for duplicate copy. Of course, writing dozens or hundreds of fresh, engaging product descriptions is hugely time consuming, especially if copywriting isn't your greatest strength. I can help.

Fortunately, whether I write your product descriptions from scratch, modify existing text-blocks or rewrite manufacturers' descriptions, I create descriptors that are unique to you. Above all, I aim to craft copy that's irresistible to website visitors and search engines. It's what I've been doing for longer than I care to remember...

Watch industry copywriting – diving watch article

Engage with customers; differentiate your offer

Product descriptions and product category pages offer a fantastic – often overlooked – opportunity to engage with customers and differentiate your offer.

They're powerful vehicles for inspiring storytelling. And for painting vivid word pictures showing, rather than just tell, company, brand and product stories.

Of course, copywriting takes time and that's a resource you may be short of. Hence the value of a writer who's used to doing copywriting for the luxury watch market. Someone who can take your brief and write in a way that's consistent with your products and brand values. Someone like me, in fact, who 'gets' luxury watches copy and its importance for selling new and pre-loved timepieces.

Watch industry copywriter desk space

Product description writer for WatchGecko

Since 2015, alongside other online and off-line copywriting, I've written new product descriptions and website category-page copy for Geckota and its WatchGecko website. Here's a sample of what I do (where applicable, Copyright Geckota Ltd, used with permission).


Product description writer for watches


Watch Industry product description after professional rewriting

SEO content copywriting for the watch industry

If you operate an online, ecommerce presence for your watch business (whether as manufacturer, distributor, retailer or in another capacity) you'll know the importance of having well-researched, well-written and relevant online articles on your website. This is one of my specialities and, measured by the number of in-depth articles I've been commissioned to research and write, arguably the area where I've made the greatest contribution to Geckota's marketing. I could do the same for you too.

As well as engaging the search engines and persuading customers to buy, such articles quickly establish your online authority. Here's an example of an immersive piece that I researched and wrote about pilot chronograph watches and how to use them (again, please click on the image to visit the original article).

Watch industry copywriter - pilot chronograph functions

Copy that's more than just content

I don't like the term 'content', although I have to use it. Why? Because it somehow validates the idea of words as low-value commodities rather than highly-valuable, intelligent, bespoke, persuasive online copywriting. Too often, the idea of content devalues writing so people think of written content as a cheap commodity that can be 'shovelled' onto web pages like fresh snow off the platform of a remote Swiss railway station in the depths of an Alpine winter. You deserve better and I can create the copy your brand deserves.

If you're expecting 'Fiverr-type' or 'fiverr alternative' writing (and fees), then I'm afraid you've reached the wrong copywriter. If, however, and just as you would pay a fair price for a quality Rolex, Omega or Breitling, you appreciate true value, we should talk. On the other hand, if you want well-researched, well-written, original online articles that engage human watch fans as well as search engines, please stick around. It's been a major part of my watch industry copywriting since I entered our industry in 2015 – and become my horology copywriting speciality.

Here's another example which explores luxury watch insurance – and ranks high in the Google search results for 'luxury watch insurance' too! Another result.

Watch industry article copywriting – luxury watch insurance

Deep work for luxury watch brands

In Deep Work influential author Cal Newport espouses 'rules for focused success in a distracted world' and the idea that deep work is a valuable, rare and meaningful approach to any twenty-first century endeavour.

This could apply equally to copywriting and to watchmaking itself, a field where A. Lange & Söhne's relatively simple three-handed LANGE1 timepiece takes around six months of intensely focused work to reach horological perfection. As watch guru Ariel Adams writes, 'when you buy a luxury watch you are buying time.' And in more ways than one.

Fortunately, it takes considerably less of my time to make a significant difference to copy on clients' websites than it takes Glashütte's watchmakers to make that Lange 1.

Do you really want just commoditised 'content' for your watch brand?

Author Cal Newport defines Deep Work as 'professional activities performed in a state of distraction-free concentration that push your cognitive capabilities to their limit'. Such efforts create new value, improve skills and are hard to replicate. In our mass-production age of short attention spans and the idea that a morning spent 'doing email' is productive work rather than just busyness, there's never been such a shortage of deep work – nor such a requirement for it.

Yes, I suppose you could commission someone to 'shovel on' some 'content' about your luxury watch brand, but wouldn't that be rather like spraying the case of a Patek Philippe 5531r World Time Repeater with gold paint?. Totally inappropriate.

Luxury watch copywriter Patek Philippe

Blog posts, in-depth online articles and more...

So, instead of just churning out 'content', I take the time to research thoroughly, read widely and write carefully while crafting meaningful articles on topics as diverse as racing chronographs, tachymeters or divers' watches. Now that's 'deep work' for you (in more ways than one).

Though you won't get my articles for a Fiverr, I'm sure you'll be pleased by just how much value I'll deliver for your writing budget. The Geckota team certainly appreciates my input when they need an immersive article such as the one below, on military chronographs.

Writing articles about the watch industry - military chronograph wristwatches

Telling your watch industry story

On another occasion, my client needed an in-depth article to draw organic search traffic to their racing chronographs, in particular, a meca-quartz-powered watch drawing inspiration from classic watches such as Heuer's Camaro. Here's the article. A story like that deserves thorough research and good writing. I also wrote a piece about the product for Ariel Adams' aBlogtoWatch.

Watch industry copywriter - racing watches and the Heuer Camaro

 As you'll see from the linked images on this page, the articles I research and write are highly detailed, well-researched pieces giving in-depth coverage of topics. There's no room for 'thin copy' here – neither prospective customers nor search engines such as Google will tolerate it. And I won't write it!

watch industry writer on aBlogtoWatch

If your watches are half as interesting as these, you'll want to do them full justice. I can help with this on your website, in product booklets or in other online or print publications. As a freelance copywriter, it's what I've been doing since 2006. Before that, I was employed in technical PR and technical publications.

Since 2015, Geckota has benefited from my newly-discovered fascination with watches and the watch industry. And from my unjaded perspective as an enthusiastic participant in the world of watches and horology. You could be next.

Watch industry blogger

So that's product descriptions and articles covered. Additionally I've blogged for WatchGecko, helped with product development and naming, and researched and written profiles for brand ambassadors such as Norwegian watch enthusiast and subsea engineering expert, Morten Paulson, and Michael Langley, founder of The Uchi Horology Series. That's one of his amazing designs below – an exciting project inspired by the iconic Heuer Monaco Cal 11, 'the Steve McQueen Le Mans watch'. I've also written for The Uchi Horology Collection.

watch industry copywriter for uchi horology series

Researching and writing pieces like these draws on my journalistic and PR-industry experience. Another of my professional specialities is case-study copywriting. The skills required for this come in handy when interviewing and writing-up brand ambassador articles. Imagine the possibilities for your watch brand...

Watch industry copywriting - brand ambassador profile

Watch user-handbook writer

When Geckota developed and marketed a second generation of watches, the new pilot watches, racing chronograph and ZD1 divers' watch were the first to get dedicated full colour owner's handbooks.

I was able to combine my technical writing experience and brochure copywriting capability to deliver a suite of easy-to-read user guides that have subsequently been praised for their clarity. It's an important product and brand differentiator in a sector where many watch micro-brand instruction booklets appear to be limited in scope and poorly written. Too often, it seems, writing user guides is an afterthought and isn't given the attention it deserves. Again, I can help...

watch industry owner handbook writer

Maybe you're well established in the watch market, or perhaps you're just starting a watch business and need a watch industry writer to write for your website or brochure? Or perhaps you need someone skilled and knowledgeable to blog about watch industry news?

You might even operate in another area of luxury products away from the luxury watch market. Based on my writing for Geckota, I wrote a guest page in the Style & Fashion section of the c. 200k-circulation The Local Answer. Guess what: it was about automatic watches...

Watch industry article writer for The Local Answer

Let's get vital copywriting off your to-do list too

Whatever your industry, sector or communications challenge, ask yourself whether vital copywriting or online content creation is getting done. Or whether it's languishing – unloved and unactioned – at the bottom of someone's to-do list.

As I already do for others in the watch industry. I'll write for you when you don't have the time, the inclination or the specialist writing skills. Let's have a chat; I've always got time to talk about writing for the watch industry!

To arrange your no-obligation watch industry copywriting consultation, call 01242 520 573 or email me


al hidden watch industry copywriter nicolas hayek pose

Image: Copyright Geckota Ltd; used with permission

Professional Body

Member of the Professional Copywriters' Network

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