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  • Writer's picturePhilip Dashiell

are brand revivals missing the mark?

In recent years the watch industry has exploded with numerous micro-brands and various Kickstarter projects, which is a very good thing. Variety truly is the spice of life, as the many different brands give watch lovers of all sorts, plenty of wrist-wear options.

Along with the micros, the industry also took a separate turn, in which old is now new again. Major watch brands have begun to revive some of their iconic, vintage looks, and the response from the watch collecting sect has been overwhelmingly positive. To take this a step further, a few defunct brands, from days gone by, have been resuscitated, in name only, drawing no direct lineage from past to present.

The problem with bringing back old names, it may only resonate with a small population of the desired target audience. The name Benrus, probably won't even register on the radar of millennials, but it immediately took me back to seeing television and print ads of the brand back in the 1960's and 1970's. So, from a nostalgic standpoint, I love the revival idea, but only time will tell if fond memories alone will prevent these revived brands from going the way of the dinosaurs.

If you would like additional information or specifications on my Benrus H-6 timepiece featured in this article, please click on the picture to be taken to a direct link.



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