There’s something hypnotic about reading watch descriptions. Or, at the very least, there’s something hypnotic about reading my watch descriptions. A new client hired me to describe one of his designs, and so back I went… through the treasure trove of copy I wrote for that certain major online retailer, not so many years ago.
Best advice I was given back in the day? Never, ever, describe a watch as being “timeless.” (Although that doesn’t appear to have stopped Gucci!)
Reacquainting myself with the rigors inherent to writing about watches — the blending of pinpoint accuracy & dreamy sales narrative — I rediscovered any number of well-spun phrases I loved: dazzles the eye with rainbow hues of blue and rose; pineapple-textured 18k gold; display window bubbles up at the three o’clock; and uninterrupted gold flows into…a textured center that mimics the rays of the sun.
Yes, indeed, it can be poetry.
And so I’ve gathered a few samples here for our collective pleasure. Click the screenshots for a closer read. (Magnifying glass optional.)
smartly pairs gray monochromes with luminous yellow accents
pair with winter whites or vibrant summer colors…a ladylike quarter-moon…covering nearly a fortnight
Cool shades of blue add an irresistible elan… Continue reading
Speaking of the ones that got away, here’s the never-used fantastic headline I still dream about on parched, moon-lit nights in Marfa or Sedona.
Look at her. Look at that dress.
Can’t you feel — or even see — the humidity, the heat, the torpor?
I did, and I think the art director did, too. This was for a summertime spread, images to be used with email messaging, and in picture after picture the A.D. posed models in front of amusement park rides, circus tents, locales reminiscent of small-town carnivals or county fairs, deep in the dusty tracks and country lanes of Red States USA… somewhere far, far below the Mason-Dixon.
“A Carnival of Sultry Style” seemed like a natural to me for a headline to match the above imagery. I Googled the phrase first. No one had ever used it before. And I thought — an email subject line like that, from a women’s apparel retailer, would surely inspire a runaway carousel’s worth of clicks!
The client, however, didn’t want anything “too sexy.” And so my sinfully good headline found itself on the Island of Lost Copy. We’ll never know what impact it might have had.
Summer chemise with a necklace to match. I wrote the headline and sub-header for a catalog retailer’s email messaging.
Our second sample for the day served as an email blast to catalog subscribers. The e-commerce director especially loved my concept for this one.
And the Lilliana Blouse? It’s back in stock at the moment, but in the initial rush of my copy, the supply simply couldn’t keep pace with the demand.
(Or maybe the lovely model had something to do with that? A question to ponder over the weekend…)