Copywriter for the watch market

Copywriter for the watch market

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?

Perhaps you've realised that you or your team members simply don't have the time, inclination or specialist skills to get vital copywriting off your to-do lists? If so, as an experienced copywriter for watch companies and the watch industry, I can help.

Read examples of my watch industry copywriting below

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...

Let's talk! Please call 01242 520 573 or email me


Al Hidden – Watch Industry Copywriter

Baselworld 2018 A–Z Review

Baselworld 2018 A to Z

Baselworld 2017 A–Z Review

BAselworld 2017 A to Z review screenshot


Article writing for the watch industry

Researching and writing an immersive, in-depth piece about the meaning of 'Swiss-made' and 'Swissness' was one of my biggest challenges to date. Fix yourself a coffee, then click on the image below to read the full article.

Watch industry copywriter - are Swiss watches better?

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.

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 (I'll be honest with you) for any part of the watch industry.

Everything changed in 2015 and so did my life as a copywriter. That was when UK-based watch and watchstrap brand Geckota asked me to write for their WatchGecko, ZuluDiver and Geckota brands. Suddenly, I was a watch industry writer...

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 watch brands. Encouraged by the Geckota K1 Flieger watch given to me as I began my first project, I'm wearing watches again and have built a modest watch collection.

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 Baselworld several times with press accreditation for Geckota.

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). As a relative newcomer with fresh eyes and an unjaded view of this infinitely addictive world, I reckon I'm ideally positioned to write about it.

Al Hidden watch industry copywriter

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

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 are targeting the increasingly important pre-owned watch sector? Or perhaps your firm plays a different part in the world of wristwatches, but could use some copywriting support? Whether you operate in the online watch market or not, if you haven't got the time, inclination or specialist writing skills to craft vital copy for your watch, jewellery or other luxury product business, 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 Pierre Maillard editorial (Europa Star, Chapter 2 2017), he 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 divers' watch, as an affordable luxury timepiece. What's more, 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 particular model) to travel through the 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 needs to immerse themself 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 suitably well-written product descriptions to inspire customers. More than that, it's a missed opportunity not to harness skilled copywriting to present the brand and differentiate it in an increasingly 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, PR writing and other wordsmithing, has to be as good as your products themselves.

Copywriting for the luxury watch sector

Product descriptions that inspire watch buyers

Discerning customers and search engines expect (and deserve) more than just dry lists of product specifications. What's more, if you're an online watch retailer, you will be aware that blindly copying manufacturers' standard 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.

Fortunately, whether I write your product descriptions from scratch, modify existing text-blocks or rewrite manufacturers' product descriptions, I create something that's unique to you. Above all, I aim to craft copy that's irresistible to website visitors and search engines alike. 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 prospective customers and differentiate your offer.

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

Of course, writing these takes time and that's a resource you may be short of. Hence the value of a writer who is used to doing copywriting for the luxury watch market. Someone who can take your brief, then 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 late-2015, alongside a whole range of other online and off-line copywriting, I've written new product descriptions and website category-page copy for WatchGecko and Geckota. 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.

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 write on the subject of pilot chronograph watches and how to use them (as with all these images, please click on the image to go to 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 as 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 being shovelled off the platform of a Swiss railway station in the depths of winter.

If you're expecting 'Fiverr-type' or 'fiverr alternative' writing (and fees) from me, then I'm afraid that you've reached the wrong copywriter. If, however, and just as you would pay a fair price for a quality timepiece from Rolex, Omega or Breitling, you appreciate true value, we should talk...

If you want well-researched, well-written, original online articles to engage human watch devotees as well as the search engines, please stick around, that's been a major part of my watch industry copywriting since I entered our industry in 2015 – I'd go so far as to say that it's one of my specialities. Here's another example, this time exploring the world of luxury watch insurance – and ranking high on the Google search results for 'luxury watch insurance' too!

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 its 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 usually takes considerably less of my time to make a significant difference to the copy on my clients' websites than it takes skilled watchmakers to make luxury timepieces.

Luxury watch copywriter

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 an $80k Patek-Phillipe with gold paint... In other words, it would be 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 trouble 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 a topic such as 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 website traffic to support their range of racing chronographs, in particular, a meca-quartz-powered watch drawing inspiration from classic watches such as Heuer's iconic Camaro. Here's the article.

Watch industry copywriter - racing watches and the Heuer Camaro

A story like that deserves thorough research and good writing. By the way, I also wrote a piece about the product for Ariel Adams' aBlogtoWatch. 

As you'll see from the linked images on this page, the articles I research and write are highly detailed, well-researched pieces that give in-depth coverage of the topics. There's no room for 'thin copy' with contemporary watch industry copywriting – 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 surely want to do them full justice. I can help you do this on your website, in product booklets or in other online and hard-copy publications.

Writing that benefits from my fresh eyes on the watch scene

Since 2015, Geckota has benefited from my newly-discovered fascination with watches and the watch industry. And from my unjaded perspective as a newcomer to the horological world. As well as buying and wearing watches, I subscribe to various trade and consumer magazines about luxury watches – including Europa Star and WatchPro, the British watch industry magazine. It all helps when it's time to craft another article...

Something else that helps is having an extensive library of books on luxury watches and the luxury watch industry. Thus, when it's time to write about Robert Maloubier and Blancpain, or the ascendency of Breitling in the 1950s, what better than having direct access to luxury watch standards such as Blancpain 1953–2013: The Dive and Watch History, Breitling The Book, Nick Foulkes' definitive TAG Heuer 150 Years or Arno Michael Haslinger's excellent Heuer Chronographen... And of course, no watch industry copywriter should be without Marco Strazzi's two-volume pictorial history of watch ads from 1900 to 2000...

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 Uchi Clothing and the Uchi Horology Series. You can see one of his amazing designs in the picture below.

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 as a case-study copywriter. 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 both limited in scope and poorly written. Too often, it seems, writing user guides is an afterthought and isn't given the attention it deserves. If that's a concern for you, 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 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 a 200k-circulation regional magazine, 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, please ask yourself whether vital copywriting or online content creation is getting done. Or whether it is languishing, unloved and un-actioned, 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, just call 01242 520 573 or email me


al hidden watch industry copywriter nicolas hayek pose

Image: Copyright Geckota Ltd; used with permission

Professional Body

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