The Scars of Creativity & Passion

Why Fury quartz failed  and why Fury GMT succeeded

In the world of watchmaking, every brand has its journey, a unique pathway that shapes its identity and forges its connection with the customers. For Core Timepieces, that journey began with the creation and success of the Seven Sins automatic diver. From that success they forged on with their next offering, their quartz watches, a product designed with afford-ability and precision in mind. But as the company soon discovered, the luxury watch market demands more than just functionality—it demands craftsmanship, prestige, and a story. What followed was a bold transformation, shifting from quartz to automatic movements, a move that not only defined the brand’s future but also revealed the deeper desires of their audience. 

When Core Timepieces first produced 500 quartz watches, only 100+/- of them sold, which led to crucial insights. Later, after much market research and design, the brand produced 500 automatic GMT watches—and the result? They sold 480, within a few months, a staggering success. Here’s how that shift happened and why the automatic watch ultimately resonated more deeply with their audience. 

Aiming for Accessibility with Quartz

When Core first entered the market, their vision was to make well-crafted, reliable watches that were affordable. Quartz technology, with its precision and low cost, seemed the perfect solution. After all, quartz watches revolutionized the industry when they were introduced, offering highly accurate timekeeping without the mechanical complexity (or cost) of traditional watches. 

For Core Timepieces, the aim was to cater to a segment of the market that wanted an everyday, no-fuss watch—one that didn’t require the maintenance and expertise of mechanical movements. The plan was simple: reach a broader audience by offering a reasonably priced product that maintained high standards of quality. 

However, the quartz release didn’t achieve the success they had hoped for. Out of the 500 quartz watches produced, only a few were sold. While quartz technology was reliable and cost-effective, it didn’t resonate with their target audience in the way Core Timepieces had envisioned. Product on the shelves in their warehouse slowly started having dying batteries. 

What the brand soon realized was that the watch market, especially in the luxury segment, valued more than just practicality. While quartz offered accuracy, it didn’t offer the emotional connection, the story building, or the sense of craftsmanship that many customers craved from a watch. This set the stage for a pivotal shift in the brand’s strategy. 

Understanding the Lessons of the Market

For any young brand, there’s no shame in failure—it’s a learning process. The slow sales of the quartz collection weren’t just a disappointment; they were an opportunity to understand their customers more deeply. Stephen, coming from a world of visual and experience design always held high the mantra of, FAIL FAST. LEARN FASTER. The team at Core Timepieces took a step back and asked the critical questions: What does our audience truly value? What story are we telling in creating a new version? How can we position ourselves to meet those desires? 

What became clear was that craftsmanship and storytelling mattered far more than they had initially realized. Consumers, especially those purchasing luxury items, weren’t just buying a product—they were buying into a story, a tradition, and a personal connection with the brand. The automatic watch, with its intricate mechanics and timeless appeal, embodied those qualities in a way that quartz simply couldn’t. 

In addition to the product itself, Core Timepieces recognized that their marketing approach needed to evolve. With the release of their quartz models, the brand’s story lacked depth and cohesion. But by the time they began working on their automatic line, they had a much tighter, more compelling narrative. The lessons learned from the quartz experience allowed the brand to refocus on telling a richer story, one that highlighted the artistry behind their automatic watches. 

The Allure of Automatic Watches

When Core Timepieces made the transition to producing automatic watches, they weren’t just upgrading the movement—they were reshaping the entire identity of the brand. Automatic watches, unlike quartz, require no battery. They are powered by the movement of the wearer’s wrist, a beautiful and intricate system that relies on delicate gears and springs to keep time. 

For many watch enthusiasts, an automatic movement represents more than just a timekeeping device. It’s a piece of mechanical art, a symbol of traditional craftsmanship, and a connection to the rich history of horology. Automatic watches evoke a sense of prestige, something quartz watches, no matter how precise, couldn’t replicate.

Core learned this, and when they produced automatic watches, they incorporated not only quality movements but also added a GMT function, which allowed the wearer to track multiple time zones. This feature made the automatic watches more appealing to travelers and watch aficionados who valued both functionality and elegance. 

The result? Out of the 500 automatic watches, 480 were sold, a testament to how well this new direction resonated with their audience. It was clear that Core Timepieces had tapped into a segment of the market that appreciated luxury, craftsmanship, and a story worth telling. 

Crafting a Stronger Story

The success of Core Timepieces’ automatic line wasn’t just about the movement; it was about the story the brand was now able to tell. With their quartz watches, the marketing message was functional—“a reliable, affordable watch.” But by the time the automatic watches were ready for release, Core Timepieces had learned how to weave a narrative of craftsmanship and exclusivity around their product. 

The new message was clear: These automatic watches were not just tools for telling time—they were luxurious pieces of art, imbued with the spirit of traditional watchmaking. They celebrated one’s passion and asked the question, “What’s Your Passion?” The fact that the price was increased by 300% didn’t deter customers. In fact, the higher price tag signaled quality and exclusivity, traits that appealed to the brand’s customer base. 

Core Timepieces also understood that the customers who purchased automatic watches weren’t just buying a product; they were buying into a lifestyle. These watches, with their intricate designs and mechanical movements, were meant to be cherished, passed down through generations, and worn as symbols of personal style and sophistication. Wherever they may roam. 

The Emotional Connection to Timepieces

What the shift from quartz to automatic revealed was the powerful emotional connection customers have with mechanical craftsmanship. A quartz watch, while accurate and practical, doesn’t evoke the same sense of tradition or artistry that an automatic watch does. Automatic movements represent a tangible link to the past, a time when watches were handcrafted and celebrated as feats of engineering.

 For many customers, wearing an automatic watch is a statement. It’s a symbol of refinement, a reflection of their appreciation for the finer things in life. This emotional connection to the product is what ultimately drove the demand for Core Timepieces’ automatic watches, and it’s a lesson the brand will carry with them into the future.

 A New Path Forward

Looking ahead, Core Timepieces is now fully focused on expanding their line of automatic watches, building on the success they’ve already achieved. The brand recognizes that luxury and craftsmanship are at the heart of what their customers desire, and they are committed to delivering high-quality timepieces that embody these values.

 While there may be a future where Core Timepieces returns to quartz watches, it will be with a renewed emphasis on quality. The lessons learned from their initial quartz release will inform their decisions moving forward, ensuring that any future quartz models are not only affordable but also carry the same level of care and craftsmanship that their automatic watches have come to represent. They will be worthy of the story. 

For now, though, the focus remains on automatic watches. Core Timepieces has found their niche in the world of luxury watchmaking, and they are committed to continuing to tell the story of time, tradition, and craftsmanship in every watch they create.

This expanded article highlights the journey of Core Timepieces from producing quartz watches to finding greater success with automatic watches. It underscores the importance of craftsmanship, storytelling, and understanding customer desires in the luxury market.