I guess I should start this piece by explaining I’m not even sure what the Clifton Club is. After spending several minutes on Google researching it, all I could find is that it’s either a wedding and Bar Mitzvah venue in Lakewood, Ohio, or a series of bling pieces from high-end watch maker Baume and Mercier. I’m going to go with Door No. 2 on this one. It’s the only explanation that makes sense in the context of what follows.
Let me back up a step. Yesterday I chauffeured the ladies to Fashion Island in Newport. It’s a very trendy shopping mall in a very trendy part of So Cal (think Neiman-Marcus, Nordstrom’s, French poodles, BMWs, and the like). For me, a visit to any shopping mall is torture, but it keeps me in good graces with the rest of the clan and builds up goodwill points for the next collectible firearm purchase, so it all works out.
Anyway, while the girls were shopping I wandered into a high-end watch store (think Rolex and armed guards) and I noticed, of all things, a motorcycle. A new Indian, to be precise, in the middle of the store. I’ve never ridden an Indian (new or vintage), but I always thought they were beautiful motorcycles (again, both new and vintage). I’m not a big cruiser guy, but if I was, I think I would buy an Indian. They are good-looking motorcycles, and my buddies Joe Gresh and Duane both hold them in high regard (and that’s a powerful endorsement).
While I was admiring the Indian, a sales guy approached me (my new good buddy Eduardo…Eduardo, I think, is a particularly elegant name). Eduardo saw my confusion (a motorcycle in a jewelry store?), and he explained that Indian had a marketing partnership with Baume and Mercier, a high-end Swiss watchmaker. It all centered on Burt Munro and his record-breaking land speed record activities. Indian. Baume and Mercier. Burt Munro. Ah, it all came together.
Do these marketing partnerships work? I suppose they do. More than 20 years ago, Ford teamed with Harley to offer a special limited edition F-150 pickup with Harley decals. As near as I could tell, the decals were the only thing special about that truck, and the only thing limiting the edition was how many they could sell. I had a lot of fun teasing a friend of mine who owned both a Harley Bad Boy (yep, they actually had a model with that name) and the limited edition truck. I drove a ginormous Tahoe and I rode a Suzuki TL1000 in those days. I told my friend I was going to put Suzuki decals on the Chevy and call it a TL-Ho. Good times.
Anyway, the Baume and Mercier watch I saw yesterday was cool (at $3900, it should be), and the Indian was beautiful. I hope the deal works out for Baume and Mercier, and for Indian. I pondered the Harley and Ford partnership mentioned above; I’m guessing nothing came of that, as the two companies seemed to have parted ways. Then I remembered that Bentley, the luxury British carmaker, has a partnership with Breitling (Breitling is another expensive Swiss watchmaker).
I wondered…what’s in it for the companies that strike up such partnerships, and what’s in it for their customers? I don’t think there’s any kind of pricing advantage or free gear package, so what would be the attraction? Is it simply living a branded lifestyle (you know, for insecure rich folks who need something more in their lives)? Or is it somehow making a statement about one’s wealth? Look at me! I drive a Bentley and wear a Breitling!
That got me to thinking…would a marketing partnership work for other brands, and in particular, would such a partnership work for less expensive motorcycles and watches? You know, look at me! I ride an RX3 and I wear a Timex!
What if you could sell a new motorcycle and give away a free watch with it? I’m thinking of China bikes, India bikes (not Indian Moto, but bikes actually made in India), and maybe Thai bikes. It might work if you included a free watch with each new motorcycle, and it would cost essentially nothing. I visited the Canton Fair in Guangzhou last year and I’m on their email list now, so I get all kinds of offers from Chinese manufacturers. You can buy new Chinese watches for $0.62 each (and if you’re thinking they are low quality, you need to think again and maybe research where what you’re currently wearing is actually manufactured).
The branding and theming opportunities might be fun. KLRs are made in Thailand…suppose you got a free milk-crate-themed watch to match your KLR’s topcase? The KTM 390 is made in India; perhaps you could include a Taj Mahal themed watch with each new 390 (isn’t that what the “TM” in KTM stands for, anyway?). Think of all the marques with models, engines, or major components manufactured in Thailand, India, and China…Hawk, SWM, CSC, Royal Enfield, BMW, Harley-Davidson, Triumph, Honda, and more. You can see the possibilities.
Yeah, this could work.