Time for us to pause

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No watch brand was ready to face this microscopic enemy that took the world for ransom and made it stand still for an entire month. Weakening global communities and economies alike.


But this tiny invader has given us time. Time to think, to assess and to reevaluate not only strategies, goals but to prepare for an uncertain future as well.


It all comes down to what has been created and done during this isolation period, that will shape the way everyone will tackle the future months ahead.

This has certainly been a learning period for many, but for most it has been a contemplative moment. We were able to appreciate what we have, our families, our friends, cherish our “normal” way of life and be thankful for the wonderful opportunities given to us.

But it was also a time to reflect on a professional level. Reflect upon the choices that led everyone here today. And then, there are the ones that will be made in the near future. These will definitely be the most important ones, that will prepare brands for what’s to come, whatever that may be.


  • Create. Not only to think outside the box but to go further and actually imagine there’s no box at all.
  • Look outward to inspire inward. It’s been amazing to see some of the smaller watch brands being so creative. Seven Friday, for example, who did live sessions on instagram before all others. Some of these brands have been doing an amazing job at keeping engagement high and creating relevant content for their followers, thus continuing to build their community. They have definitely inspired us in many ways. To set aside fear and dive into something new and exciting.
  • Refresh existing models. With Watches & Wonders and Baselworld cancelled, watch brands needed a brand new idea. Breitling just reinvented the way they presented their yearly novelties. With its virtual summit, Breitling invited journalists from across the world to log in on April 16th and introduced their newest models, through an online presentation.


Even though the future is bleak and we still don’t know what will happen, brands have certainly surprised us. So move forward we shall, and we cannot wait to see what other positive outcomes, the COVID-19 crisis will have allowed to be concocted during this quarantine period.