Armani Watches: Redefining Luxury

Emporio Armani watches are the famed Italian designer’s gambit to penetrate the mass market while still appearing exclusive and luxurious, but it is Burberry that has well over a century’s worth of experience selling to such a demographic. The basic strategy is to appeal to as many consumers as possible by suggesting, ironically, that such goods as are offered are truly high-end and exclusive. Burberry watches capitalized on the company’s established reputation as a general purveyor of fine goods (for “general” read “mass market”). In a nutshell, both companies are targeting the disposable income of young people who would like to imagine they are purchasing something exclusive.

Founded in 1856 by a twenty-one year-old draper’s apprentice, Burberry fairly quickly found success as a supplier of quality outdoors attire. The company has made many historic accomplishments, like inventing gabardine fabric and inventing the trench coat, and being an official provider to the royal household helped cement their reputation even further. Thus Burberry watches are typically formal and classically-themed, absolutely suitable for even the most proper of occasions and attires.

Though famous in its own right, Armani is a relative latecomer to luxury fashion goods and so its line of Emporio Armani watches are a little bit more relaxed, often just as suitable for casual occasions rather than formal ones. Also classically-inspired, though usually with some more contemporary accents, these timepieces can sometimes be a little more modern (depending, naturally, on the exact model) and would thus seem better placed to capture the target demographic of upscale youth, particularly that of young urban professionals.

As with most things in the world of designer labels, it all comes down to the feelings evoked by consumer associations. After all, underneath the hood – that is to say, within their water-resistant watch cases – there is likely very little difference. Both Burberry and Emporio Armani watches are made of quality components, precision-engineered for accuracy and reliability. So the choice in the end comes down to something akin to brand loyalty and what the brand means: Burberry watches suggest no-nonsense British respectability, sometimes with a dose of understated British dry wit, as when their trademarked check or tartan is used to decorate the strap. Emporio Armani watches might communicate Italian warmth and elegance, with quietly simmering creativity, except in the case of a few individual models that are purposely brash and boisterous. When it comes to designer wares, it is really as whimsical as that.

Article by William Gold. William has done extensive research on Armani Watches and Burberry Watches. Visit http://www.watchesintime.com they are a great resource.

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