Apple is punctuating the rollout of the Apple Watch Series 2 with a video advertisement for the Apple Watch Hermès collection. The 30-second ad, which is now posted on YouTube, will probably get some quarters scratching their heads.
Ideally, advertisements are supposed to introduce features or key selling points to the market. This particular video material is expected to express the ultimate beauty and utility of the Apple-Hermès smartwatch collaboration. But it seems to fall short in this department.
The ad, as shown in the video below, features bold colors that evoke Hermès' signature palette. This is indicated, for instance in the abundance of orange as the color consistently makes appearances throughout the video in the form of a fruit, a ball, strings and a woman's dress. This should already leverage the branding message.
The narrative, however, is somewhat weak due to the inclusion of the seemingly unrelated sets of visual content. The audience is only treated to an overarching theme at the end of the clip where a slogan said, "Free hands." This finally gave meaning to everything: you are free to do things when wearing the smartwatch. It sort of makes sense except for the fact that this function has been known for ages since wristwatch was first seen in 1571. A Moto 360 or a Rolex user could, therefore, claim the same freedom.
One can, of course, argue that advertisements do not need to be explicit. Indeed, the Apple Watch Hermès ad seems more artsy, probably banking on the use of subliminal messages or symbolisms that are contrived to reinforce the consumers' urge to buy. In this context, the audience is in a better position to appreciate the Apple Watch Hermès ad.
Whatever the case is, the Hermès Apple Watch collection will begin popping in stores on Sept. 23. The Hermès version of the Apple Watch Series 2 features exclusive Hermès watch faces and an array of watch bands. This last includes the new Double Buckle Cuff in Swift and Epsom calfskin leathers, created by Pierre Hardy, the creative director of Hermès shoes and jewelry. There is also a Sport Band in orange, uniquely etched with Apple Watch Hermès.
The strap collection can also be paired with ordinary Apple Watch Series 2 variants.
Apple Watch Hermès is available in two case sizes, 38 mm and 42 mm. The 38-mm Single Tour costs $1149, while the 42-mm variant retails for $1199. The entire collection is being sold in the Apple and Hermès websites as well as selected retail locations in Australia, Belgium, Canada, China, France, Germany, Hong Kong, Italy, Japan, Macau, Russia, Singapore, Spain, Switzerland, Taiwan, UAE, the UK and the United States.
