How do we identify a brand? By watch, CEO, slogan, or trademark (ie logo)? It’s not exact, in fact-the reason is simple, the above elements are always changing. Among them, there is another tendency to maintain stability, which is a trademark. A trademark is a brand’s visual identity, and sometimes even a core element of the brand itself.
Longines, with one exception
Despite the importance of a trademark, it is generally unknown to the public. We can recognize, but not necessarily understand. With few pens and no excessive brushstrokes, trademarks must be able to convey brand positioning and even carry brand history. Take Longines as an example, ‘Longines’ and ‘Flying wing hourglasses’ have been around for 127 years!
Longines became the earliest registered trademark brand of the World Intellectual Property Organization (WIPO) and still in use today. CEO Walter von Känel claims that it has become ‘a symbol of coherence, perseverance and professionalism.’ However, the original purpose is actually more realistic: the hourglass is engraved on the watch movement to prevent it Impersonation.
Longines is known for its consistency, but this is not the norm in the watchmaking industry. Many people think that the Maltese Cross has always been the symbol of Vacheron Constantin, but they are wrong-since its establishment in 1755, Vacheron Constantin’s trademark has changed more than 50 times, and most of them do not include the Maltese Cross.
For many years, Vacheron Constantin has adopted the trademark of the United States Division, which is named HorseShoe. Another little-known fact is that for a long time, Vacheron Constantin owned a sub-brand called Trident, so we often see Tridents in the changing symbols.
Swatch Group’s careful addition
Then again, there is nothing wrong with changing trademarks. Some are cautious, others are bold. For example, in Breguet, there has been only one change in trademarks in history. After the brand joined the Swatch Group, the signature of the master added two pointers, namely the famous ‘hollow apple’ or Breguet pointer.
There are other cases: In 2000, Jacques Droe merged into the Swatch Group, and the brand trademark became the letter ‘JD’ and two star motifs. What is the reason? Symbol of the founder and his son. The story of Ruibao is similar. The letter ‘CRL’ in the trademark is not random and random, but an acronym for the name of the founder Gerd-Rüdiger Lang.
Constantly revised words
Girard Perregaux has kept pace with the times, and with a series of different slogans, the wording of ‘Girard Perregaux’ is constantly being revised and changed. The brand has now reverted to ‘Haute horlogerie suisse depuis 1791’ (Swiss Fine Watchmaking began in 1791). A savvy observer may realize that this is the fusion of the previous ‘Fine watches since 1791’ and ‘Mechanics of time since 1791’. This word of constant revision is also unique in the watchmaking industry.
For decades, marketing experts have recognized that (too) frequent trademark changes can affect brand legibility, especially in today’s highly competitive environment.
Zenith has mentioned astronomical names for many years with a more or less lyrical design. After confirming the trademark of the single five-pointed star, it has not changed for decades. The emphasis on historical heritage is also reflected in Eterna. The five-dot trademark is reminiscent of the ball bearing automatic disc invented by the brand. (Photo / text watch home Xu Chaoyang)