Well isn’t this *interesting*. ?Ǭ†A recent note from Concord announcing the company’s new “official fine art collection for mechanical watch and interior design enthusiasts.” Wall Art? For interior design enthusiasts? ?Ǭ†Seriously, what is this?

OK, OK watch companies create some cool “accessories” every now and then – for example we have seen cuff links from Patek Philippe, cuff links from Stepan Sarpaneva, fine pens from Girard-Perregaux, Montblanc, and others. And also now we have the new cell phone coming from Ulysse Nardin, and the long ago announced Tag Heuer’s Meridiist cell phone (by the way whatever happened to this?)

But now we hear of wall art from Concord? ?Ǭ†This seems just ridiculous in my opinion. ?Ǭ†I think the occasional jewelry type accessory (cuff links, pens etc) have a place in the lineup, but at the end of the day these watch companies should stick with what they do best – make watches. ?Ǭ†Branching out into wall art seems simply absurd to me.

What do you think? ?Ǭ†Feel free to share your comments below.

Kyle Stults is Founder & President of Perpetuelle.com, a new online community for watch owners, collectors & enthusiasts.

  • Thanks for your article Kyle. I do like Concord’s watches, but I agree with your that “wall art” is not something I would think of buying. Actually, I don’t even think it enters the house, even if I wanted to 🙂 (mrs. Fratello has some influence on what enters the house and what not.. ;)).


  • Good write-up Kyle. I must agree also, this is not my brand of Vodka. I think I would make wall art using my own watches before buying Concord’s. But I do not think I would got that far either. Now, if Concord wanted to sell wall clocks like the ones you see in AD’s I might consider buying. 😉


  • Agreed Kyle. It seems like a silly thing for a watch brand to spend money on starting up and marketing, especially in today’s economy. I agree that jewelry is at least related, and I’ve been known to purchase vintage watch ads, but hanging art? The only way I could see this fitting at all, is if it was high-end photography of watches been worn by famous personages, and even then that’s a very limited number of people who’d buy it. Photo-shopping product pictures and then calling it art? Somebody needs a new product manager. 🙂


  • MP

    Sorry Kyle. I disagree with your viewpoint. Why criticise something new like this? If someone loves a brand like Concord, I think it’s great to see it conceived as a work of art. How many people have we seen with other brands they love on the walls of offices or homes? Does Ferrari ring a bell?????? New concepts & ideas are great! My thoughts anyway.

  • John

    But Ferrari is a house hold name, Concord is not. Does this not make them look like they are trying to make a quick buck when they should be focusing on marketing their core product?

    Just a thought 🙂

  • @ MP. Thanks for sharing your POV. Concord certainly is all about new ideas and concepts, however extending one’s brand into new and unrelated product categories can be quite challenging and also could compromise and/or confuse the brand’s image in the eyes of consumers.

    @ John. Thanks also for weighing in. As for Ferrari – yes that is a global brand with an iconic and well known logo (the horse and the word). Concord seems to have its hands full enough with trying to define the position and brand image within the watch world – why distract and dilute itself with an attempted move into art?!?