Do you also need a watch like Casio?

This article was originally published in the " Uncle F's Hardcore Marketing School " e-newsletter, welcome to subscribe . The following is the free version, the greatly enhanced version is limited to paid subscribers.

(The picture in this article and the above translation are quoted from " Japan Marketing Frontline ")

In recent years, "non-smart watch" manufacturers (more precisely, "non-mainstream smart watch" manufacturers) have begun to feel the pressure of mobile phones to replace the "time-checking" function of watches.

The same can tell the time, but the phone can do much more than the watch; although some watches are not weaker and more inseparable than the phone (such as when exercising or swimming), the relatively small size of the watch is its original sin , there should be no solution in a short time.

Casio, which was once popular in the mass watch market, this time the advertising slogan "Don't say that you don't need any more watches", unfortunately for me, is like a desperate cry for an industry that has passed away.

"Just by glancing at the watch, you can let the other party know that you have the next trip"?

Mobile phones also have this function, and the effect is even more obvious. Frequently looking at your phone while talking, or even picking up and swiping your phone while the other person is talking, is it a clearer "I think it's almost there" message?

(Don't say it's rude, looking at a watch is similar, just a little less obvious.)

If I turn off the phone in front of the other person, or put the screen face down on the table while I'm talking to the person, is there a more explicit "I want to hear from you" expression?

If the main function of the watch is this (of course it is not), does wearing a broken, fake mobile phone have the same effect?

Watches are nice, and a lot better than phones, but that shouldn't be the case. Sometimes a watch can symbolize status, sometimes it can match the shape, sometimes it has a unique function that cannot be replaced by a mobile phone, sometimes it can be used as an extension of the function of a mobile phone, and sometimes it is even just a "personal declaration".

Although Casio's series of commercials is interesting and has caused some discussion, it has to be said that they are not honestly trying to solve the real problem; and most regrettably, in the advertising request of this series, it may be said that It's a little heavy, but the smell I smell is "desperation".

This article supplements the website version:

• 🔏Do you also need a watch like Casio?