Sector
Copy for watchmaking and jewellery
Collection launches, high jewellery, heritage and the press programme around them — in a category where the wrong adjective reads as a company that does not know its own product.
What we already know before you brief us
- 01
The movement is the argument
A complication is not a feature and a calibre is not a model. Tourbillon, minute repeater, perpetual calendar, chronograph, power reserve — a reader who cares about the watch will know within a sentence whether the writer does. Most do not.
- 02
Heritage claims are checked
A maison's founding date, the year a movement was introduced, the provenance of a stone: these are verified by an archive department before publication, and a loose sentence about "the first ever" will be sent back. We write with that read in mind.
- 03
British and American English are held apart
Deliberately, per market, and consistently across a collection. The same release goes out in both and the two versions have to agree on everything except spelling.
- 04
The banned-word list is the brand
Every house keeps one — the words that have been used to death, the ones legal will not accept, the ones that belong to a competitor. We maintain it with the client, and it is more useful than any tone-of-voice deck.
What we write here
- Collection and launch press releases
- High jewellery and high watchmaking copy
- Product and e-commerce descriptions
- Retail and boutique material
- Brand and heritage long-form
- Social copy in brand voice
A mandate in this sector
Launch press releases for a Swiss luxury watch and jewellery house across high jewellery, high watchmaking and heritage lines — in British and American English, to a maintained house style.
Clients in current mandates are covered by confidentiality and are described rather than named. The work in detail →
Send us something in this category
A brief, a half-finished draft, or a document somebody else wrote that is not working. We will tell you what we would do with it.
Estimate within one working day.
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