02 November 2010

Watching watches 2

Last week, I wrote about the falling sales of watches as revealed by a consumer survey. As a functional item of time-keeping, young people have replaced the watch with other mobile gadgets.

Fitting, then that Dolce & Gabbana have marketed their watches, as fashion accessories.

Of course, to Dolce & Gabbana consumers, it has always been about style. Indeed, for Swatch and most watch brands, marketing has never been about functionality but about fashion.

Perhaps to young people, a watch is just another optional item.

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