For the 99.999% of watch buyers in the world that are not Loungers: how would you learn about the brand, history and watches of VC if VC doesn't communicate it effectively enough?
If somebody doesn't understand what VC has done throughout its glorious history, how it has affected the industry through the wealth of innovation, diversity and quality of craftsmenship - then what the point of advertising how old you are?
Being this old and always competing at the highest levels, in and of itself, is quite an amazing business accomplishment. But it isn't enough to be a true marketing communications strategy.
Now if the learnings of the past 255 years have:
1. Brought tangible value to the art and science of watchmaking,
2. Can be shown through the years (think vintage), and
3. Culminate in the masterpieces of today,
then that might be something that would attract the interest of the not-yet-Vacheronistas out there?