"Titanic-DNA" - marketing faux pas or just plain distasteful?  2 Comments


When I first read the headline of the press release of this new watch, Titanic-DNA, I immediately felt that this model, and possibly the little known brand as well, had taken a wrong turn to make the watch special. The brand Romain Jerome claims that this new watch will be made with authentic parts from the Titanic.

For many, the ship is the final resting place of those who died on that ill fated maiden voyage. Since its discovery, it has been reported to have been pillaged by salvage teams.
It is most unfortunate that the brand had somehow felt that there is some benefit in using the steel and metal salvaged from the Titanic. I wonder if they had considered whether the exercise can end up being symbolised as the worst in watch marketing.

I cannot fathom how the Titanic - which sank on its maiden voyage - could be associated with desirability. Historically it represented the ignorant pride of the time, when humanity revelled in its own success and excesses and believed that they can do anything through the technology. There were many who believed then that the Titanic was an unsinkable ship. I am quite sure I would not wish to associate with that part of history.

Most of all, I felt it was rather appalling to use the name of Titanic as well as its metal parts. This too much like the desecration of the remains of the ship which is the final resting place for many.
What were they thinking? There is no such thing as bad publicity as long as it gets attention?

Click here to read ThePurists.com Romain Jerome Press Release Report .
P.S. Curiously a check on the brand's website shows no information about the watch or its press release. Have they seen the light? The Romain Jerome homepage.
POSTSCRIPT: The Irish Post reported on 2nd May 2007 titled "Titanic timepiece launch is branded "a disgrace"- the British Titanic Society took issue for the use of the sunken ship to commemorate the watch. READ THE REPORT HERE.



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  • This is a personal blog of Harry SK Tan on all things pertaining to Horology - from watch collecting, horolography, news and developments from all over the world particularly Singapore.
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