Everyone knows Apollo is just awesomely cool, right? Not the Greek god, even though he is the god of archery, but of the late 1960s and early 1970s. It's [[link]] so cool that one British watch-making company has decided that the ultimate way to show your love for all things Apollo is to strap a DSKY-lookalike computer to your wrist. But it's also decided that the [[link]] best way to market this is to use fashion-man pose shots.
I have a confession to make and it's one that I'd best get right out of the way now. I am obsessed with Apollo. I was born half a year after the first Moon landing and my formative years as a child were spent recreating every mission, rocket, and near-disaster with cardboard tubs and plastic bricks. It's a passion that's not dulled one iota, in all the years that have since passed.
Anyway, as much as I love Apollo and anything associated with it, I'm not sure the DSKY Moonwatch is right for me. First of all, as one would imagine with such a unique design, it's not exactly cheap: £779 in the UK, including VAT, and £659 for other countries, minus taxes. I suppose in the world of custom watches, that is cheap and it's more of a collector's item, rather than a wear-it-every-day item.
But what's really putting me off, for reasons that I can't quite put my finger on, are the marketing shots. In some ways, they're of the same age as Apollo and I half expected to see some pictures [[link]] including cigarettes and other aspects of advertising now long gone. I get a whole 'fashion-man' vibe from them and as someone who is very much not a 'fashion-man', I feel that I'm not the kind of person who Apollo Instruments wants buying its watch.
Yet I am, because of my Apollo obsession, and I can't help but feel that I'm not alone in this regard. The DSKY Moonwatch may well be a roaring success for them but I wonder if a simpler/cheap build, with a lower price, and a more geek-focused marketing strategy would have been a better decision. Time will tell, I guess.