Coming of Age Watches

     

Katie

Cerise

Alicia

     All over the world “coming of age” has a different caliber of importance and meaning, but in general the term is related directly to cultural expectations of growing older. Coming of age specifically refers a designated time in which an individual transforms from childhood into adulthood. The Merriam-Webster dictionary defines the term as “the attainment of prominence, respectability, recognition, or maturity.” National Geographic’s and other popular television programs feature special shows on the different coming of age rituals and trials, that make turn 21 and being able to legally drink seem inconsequential. If curiosity consumes you as it does me, you can view these televised specials and see some of the many. They have featured the Amazon's Satere Mawé tribe that preforms a coming of age ritual requiring boys to wear gloves filled with bullet ants for 10 minute intervals up to 20 times. An additional episode they have featured was rather unimaginable surrounding the crocodile scarification of the Sepik River tribe of Papua New Guinea. This ritual requires the boys to get hundreds and hundreds of razor cuts to eventually heal into the appearance of alligator skin. As gruesome as these rituals can get, they are all perfect examples of how severe this coming of age can be for some cultures.

     Whether you look at it as coming into manhood, a technical loss of innocence, or a journey to finding your true self, coming of age is much different in contemporary American society. Most of us experience our first signs of this transition when we turn 18 years old and are officially considered a legal adult. Whether this means we are required to pay our own bills or make our own doctors appointments for the first time, it is the first real glimpse into the “real world”.  There also comes a time for most 18 year olds to leave home and learn to be independent and balance life, academics, and activities in a new setting known as college. Before taking this big leap we get the amazing experience of graduating from high school and being rewarded for four years of hard work and perseverance. For many of us, this is the official coming of age that changes the way in which we have lived for the first potentially awkward years of life.

     For Cerise, Alicia, and Katie, June 2012 was one of the important months of their lives. All three girls graduated high school and began to face the facts that their futures were just at their fingertips. This huge transition would mean that they would be leaving the place where they were born and raised, and pressured to make the right decisions for their lives. Although each girl faced an incredibly different journey to get where they are now, each girl shares something very special in common: they all received a watch from a generous family member on their graduation day.

     Cerise received her gold and black accented Invicta watch from her step-Grandfather. “He was the most important male figure in my life and it meant the world to me that he bought me such a beautiful watch,” said Cerise looking back on that day. “I wear it as much as I can and picture his face every time I look down at it.” Receiving a watch seems like a very ordinary gift, but there is a lot more to it than just an accessory. For some reason watches have the connotation of respect and maturity simply because as we grow up we see older, wiser people always wearing watches. Alicia explained how her father gave her watch before her graduation ceremony so that he would be with her as she walked across the podium and stepped into the real world. She expressed how her emotions ran wild as she laughed at the memories she once made and cried for the friends that she would be leaving behind. The watch was Alicia’s sense of stability, “ As soon as I felt the tears filling my eyes I looked down at the watch and felt that I was stronger than ever before.” Though a watch is just as simple as any other piece of jewelry, a classic watch will never loose style, just as wearing a watch will always be appropriate. Katie is an only child; therefore she was the first (and only) child that her parents would get to watch graduate and find all of the success that she deserves in life. Her parents wanted to give her a gift that she would be able to wear almost everyday as a reminder that they will always support her 100%. They had given her necklaces, rings, bracelets, and earrings as gifts in the past, but most of those pieces just lay in Katie’s over crowded jewelry box. Katie explains, “They told me that they finally decided on a watch when they were at the jewelry counter and realized that I already had too much jewelry that I don’t wear. Then they noticed the saleswoman wearing a gorgeous watch and thought about how I had never owned my own watch.” She went on to explain how they gave it to her and, of course, how her mom cried because for the first time she saw her as the beautiful young adult she was becoming. Three different 18-year-old girls received a high school diploma. Three different towns, three different schools, and three different families watched these girls progress into their coming of age. Three different girls will go through life with a story of how they received a watch on one of the most important days of their life. And three different watches that will experience three different journeys.

Spring 2013 Ad Campaigns

     In the world of advertising, there is a long list of do’s and don’ts that go along with building a campaign to sell a product. Some of the best advertising in the world is innovative and a majority of the time, ads that straddle the fine line between controversy and intelligence attract much more attention. The fashion industry is notorious for launching new lines lead by ads that are just on the cusp of R rated. Luckily for these advertisers, edgier clothing or accessory advertisements are revered as high fashion or artsy. Regardless of what some offended consumers think, these ads stretch across billboards, cover endless pages in magazine, and even find their way onto the television. Luckily for the rest of us that kind of enjoy the change of monotonous advertising, some of the major names in the industry release some impressive campaigns. Each season a fashion god decides what is in, what is out, what has stayed too long, and what will last forever, and some how the rest of our closets respond accordingly.

    As the weather gets a little bit warmer and the flowers start to peek around, the fashion industry goes into full speed releasing spring lines. Along with these fresh, unpredictable looks comes new campaigns that expose the designers’ most recent creations. Even jewelry merchandise receives an allotment of the fashion spotlight, since jewelry trends seem to change as quickly and unexpected as the weather. The following jewelry advertisement campaigns for spring 2013 were impressive and appropriate for selling each company’s product. Although most of us are not fortunate enough to see Fashion Week first hand, there seems to always be coverage posted online. This year Pop Sugar featured all of the most popular designer ad campaigns on their sponsored fashionologie website. The jewelry ads this season were all effective and impressive in their own brand appropriate ways.

     Hugo Boss is prominently known for their expertise and quality material in the department of men’s business wear and suits. The company, however, has so much more to offer. In their spring 2013 ad campaign they successfully take the focus away from the monotonous office wear and reestablish their less known products, such as the men and women’s watches see above.  In these advertisements, the models do their job well in selling the product as opposed to their own attractiveness. Immediately when viewing these ads I was drawn to focus first at the jewelry and then switch my attention to the wearer.

     

     When you hear the name Dolce and Gabbana, the instant essence of luxury should cross your mind. This high-end designer is most commonly exposed by the chunky “D&G” that stamps each pair of sunglasses worn by the hottest celebrities. Dolce and Gabbana has the useful ability to represent excitement and youth, just with their clothing style and unique selection of models. In these spring advertisements it is impossible to ignore the vibrancy and color throughout the entire shot. While we all dream of the warm weather and vacation, the ad executives for Dolce and Gabbanna use this to their full advantage. The beautiful women, chiseled men, and breath taking setting are just a few of the successful features in this spring ad campaign. The manifestation of culture and fun that this ad represents, allows the buyer to sift through the busy picture and focus on this seasons perfect jewelry.

   

     

    Versace is not hesitant to pry on the sophistication and elegance that their clothing represents. This series of ads embodies the idea of sculptures and paintings of beautiful Grecian gods. The models move in a statuesque manner in each frame, as the editing process changes an editorial photograph into a painted canvas. The large accent necklace and the simple gold bangles that these two ads showcase follow suit with the entire campaign’s sophisticated vibe. Potential buyers are persuaded into imagining that these pieces of jewelry will bring them the same the rich satisfaction that the ads accomplish.

    Juicy Couture has established a new look to target a much younger population of shoppers. These spring advertisements are age appropriate in the sense that they embody youth and bright summer fun. It is clear as day that a major feature in this ad campaign was to show off the beautiful weather that will soon be ours as summer is rapidly approaching. In addition to the backgrounds, using Candice Swanepoel as their primary model is risky, yet successful, as she is also a top Victoria’s Secret Angel. The young girls that flip through Victoria’s Secret Pink catalog have seen Candice sell beachwear and sweatshirts, and now cognitively the same girls will associate Candice will everything Juicy Couture. This use of mental modes is perfect for advertising this brand of clothing and accessories because let’s face it, who wouldn’t want to be a perfect Barbie doll like Candice.

     

     Swarovski is one of the most well-known crystal distributors and probably would be just as successful without seasonal advertisements. Their spring 2013 campaign switches the focus away from crystals primary use in jewelry and features them as everyday objects. The irony of a bike helmet or weight completely bedazzled in Swarovski crystal just simply works. Buyers are drawn to shiny things that are guilt free. Therefore, if the ad nearly suggests that every object should be covered in crystals, we are tempted to just go with it. The ad board for this designer could essentially just stick to the status quo and shoot a spread in which a model just wears the jewelry, but that would lack the unique creativity that companies need for business success.

     

     For some reason big gold accent jewelry has never found it’s way out of style. There is a seamless relationship between classy black clothing and thick gold accessories. Eddie Borgo’s jewelry pieces are perfectly in style with the geometric jewelry that this season calls for. The black leather attire that the models wear creates an edgy look while still being able to keep the focus towards the jewelry. These featured spring advertisements do more than just make the jewelry look good. For some reason there is a curiosity hidden in the simplicity of the ad photos. As most ads call for action, these ads make the buyer crave more information about the other jewelry lines. There is such a thing as doing too little and doing too much, but as for Eddie Borgo, these ads are doing just the right amount. 

     

     

Allen: The Watch Extraordinaire

      Staring back at me from the other side of the wooden dining room table was a face unlike any I had seen before. I do not mean the face of the gentleman, but the face of his shiny antique gold watch. Allen, the 23 year old proprietor of the beautiful watch, sits fidgeting with the bracelets on his wrist, almost as if he is organizing them in preparation of our interview.

     After graduating high school in 2008, Allen was not interested in taking on the average schooling for a business degree or a teaching degree, instead he want to learn something interesting. This unique topic he focused on is called horology, the art or science of measuring time. Clocks, watches, and sundials are just a few examples of instruments familiar to this unique area of expertise. “You know every single day you look at a clock at least 50 times and you probably never take a second to wonder why it’s that time,” says Allen. “I always wondered though. Maybe I am just stubborn but I could never just accept it, I always questioned it.”

      As a close member of the family, I can remember a time when I needed to use Allen’s expertise to buy a present for my mom. It was just about one year ago that I arrived at the front entrance to Precision Time hoping to find the perfect watch that my mom would cherish and love as a memory of myself. With the slightest ease Allen lined up an array of watches that exemplified the essence I was imagining. Needless to say, the watch he sold to me that day can be found every single day on the wrist of my mother (but that’s a different story).

     Throughout his high school years Allen worked part time at Teavanna, a chain of urban teashops specializing in various kinds of loose teas and the products necessary to prepare a cup. The specific store that he worked at is located in Trumbull, Connecticut, coincidentally right next to Precision Time, his current employer. Each day he would leave work and wander past the window filled with an assortment of men's and women’s watches. As a young watch aficionado, he would take the time to stop in every so often. Occasionally he would actually purchase a watch, but most of the time he would just strike up a conversation with the manager about certain aspects of the watches. By the summer after his graduation, Allen was offered a position as an employee at Precision Time. Without hesitation he accepted the proposal determined to finally put his knowledge of watches to good use. He remained working at Teavanna for some time, but then left in order to dedicate more hours to what he really loved to do: sell and fix all different kinds of watches.

     Precision Time, the chain of jewelry stores that Allen finds himself at each day, prides its work staff on the motto “The Watch Experts”. “The history of Precision Time is actually pretty damn interesting. I learned all about it at my training and I haven’t forgotten it yet. I don’t want to bore you but it is definitely a story that you could look into, it explains our devotion to the business,” Allen says as a precursor to our interview. This background that he referred to is quite a unique story. An Argentinian man and his sons were fascinated by the mechanics of watches so, after migrating to the United States, they opened a small family watch shop. Years later, the Fraga family realized there was a high demand for trusty watch repair and they decided to expand, creating the first Precision Time. Today there are nearly 100 stores across the entire country and the late family still prides itself on the compassionate watch expertise that they began with. Though the pioneers of Precision Time are not Allen’s real family, he feels as though he is at home each time he walks into work. After reading this history, I could see how Allen fits right in as an experienced employee.

     The combination of experience in the men’s jewelry industry and his own style preference makes Allen the perfect candidate to share personal stories of his and other shoppers’ attachment to their jewelry. From necklaces to bracelets to watches to rings, Allen has quite a collection that means a lot to him. Each piece of jewelry seems to have a story or a reason. “Everyone has heard the saying that some people wear their hearts on their sleeves, I just wear my grandpa’s heart on my wrist” Allen says thoughtfully in remembrance of his deceased loved one.

     The end of this month will mark Allen’s fourth year as an employee at Precision Time in Trumbull, Ct. His position as a watch salesman and repair man has educated him a lot in the field of men and women’s wrist adornments. He has the talent to find people the special gift that could leave lasting memories for their loved ones.

     Today Allen remains the educated watch salesman, though he claims he is unsure of what his future will hold. “I don’t think there is a direct correlation between the fact that I work in a jewelry selling environment and that I always have my jewelry on, but I would call it more of an overlap. In other words, I have always loved to wear watches, so if I ever stopped working in the watch industry I would still love to wear watches.” Not only is Allen quite an expert on “arm candy” but he also takes pride in the jewelry that he chooses to wear each day. Together these aspects make him the perfect candidate for the question, “What’s On Your Wrist?”

Q: Ok, let’s begin. What do you usually wear for jewelry? Do you wear any special necklaces, bracelets, or rings?

A: I wear this necklace that I haven’t taken off in 7 years that has a Celtic charm on it.  I have a 250-cord bracelet that’s army green. I have on a leather cuff band that is 2 years old. I also wear a stainless steel medical ID bracelet from 1944 that my grandfather left to me after he passed away. And I’m not wearing it right now but I almost always have on my high school class ring. It holds a lot of memories.

Q: What is the significance of the Celtic sign on the necklace that you mentioned you haven’t taken off in 7 years?

A: It’s a symbol of St. Sebastian who was a Celtic saint, prophet, and hermit. He spent much of his time alone and this is the Celtic knot in remembrance of him. St. Sebastian was supposed to be killed by arrows for sticking with what he believed in but he just wouldn’t die. Eventually they moved on to some sort of clubbing but that’s another story. Anyway to me that is the type of courage that deserves some serious honor, so that’s why I leave it on.

Q: So Allen, if I may ask what is that, the watch on your wrist?

A: Oh yes. [Pauses for reflection] Right now I’m actually wearing a Hamilton wind-up solid gold wristwatch that my grandfather also left for me. It really is a beautiful piece.

Q: What’s the significance of that watch? Tell me its story.

A: Well, he got it for working 25 years at Handy Harmon which is an old company that is no longer around but was located in Fairfield, Connecticut. They specialized in precious metals for making coins. He got that watch for many trusty years of service with that company. I’ve collected a pretty decent amount of watches over the years, as gifts or from bonuses at work but this one is definitely the most important one.

Q: Can you remember the day that you got it?

A: [Smiles] Surprisingly like it was yesterday. It was 2003, if I’m not mistaken, when my grandpa brought me into his back bedroom claiming to have a gift to give me. It was always an adventure when my papa had a gift for me. I always knew that meant I was about to hear another crazy life story. I think we all experience that feeling a few times in our life. Anyway he brought out the watch and said that it was no longer ticking but with a little t.l.c. it would be back to business. That’s kind of what got me thinking about time for the first time (no pun intended).

Q: What do you mean by an interest in time?

A: Well horology is pretty much my thing, or major as a college student would say. It’s an ancient study but working at the Precision keeps it fresh for me. I wouldn’t say I’m any kind of fanatic but I just don’t see how we all look at clocks everyday and don’t question why the heck we believe it.

Q:  You may be the most educated watch salesman I know. Speaking of salesman, let’s say I came to the store looking for a memorable gift to give a friend, what would you suggest?

A: I would recommend a Hurlingham because they’ve been made since 1920 in London, England and they are sturdy dress watches that look good. I would say these watches become the perfect gift to pass down to generations because they can always be resized to fit, and then the legacy of the previous wearer lives on.

Q: How did you get started at Precision Time?

A: During high school I worked at Teavanna and I always spent my breaks walking around Precision asking questions and talking to the employees. The manager and I became friends and he actually offered me a job after one of the guys got transferred to another store. I was so excited to start; I think I actually started training by the end of the same week. [Chuckles] I remember they even gave me a watch to fix during training. I think I did a pretty awesome job with repairs, even as a newbie.

Q: Since you fix watches at work do customers ever tell you stories behind the jewelry they are giving you?

A: Yes of course people like to give the background of the watch they bring in for repair. [Smiles] This one woman came in with a Timex watch that originally belonged to her mother. She accidentally put it the washer and dryer so she brought it in hopelessly asking if I could get it up and running again.

Q: So were you able to help her?

A: Yes I thought it might be a lost cause but when I took it apart I gave it a full watch clean up, put it back together again with working parts and it ran perfectly. I don’t think I’ve ever seen anyone so happy over an inexpensive watch. People really grow attached to the jewelry of a loved one, you know sometimes it’s the only thing left as a memory.