Most of the times when I read a press release or a poorly written press article (read: cut and paste of the aforementioned press release) I can't help but roll my eyes and sigh. Here is a list of some of my pet peeve phrases/words. What are yours?
DNA: If I'm hairless its because I tear the hair off my head each time I read something as stupid as "DNA of the brand" what the hell does that mean? Where's the familiy ressemblance between the grande complications and the titanic sized steel watches from the same brand?
Less is more: does this mean that the less there is in a watch the more I would have to pay?
Form follows function: can someone tell me what form an object that tells time should have?
Bauhaus: How about Renaissance and Gothic too?
Exclusive: Every watch produced seems to be exclusive so finally exclusivity is no longer rare! Often the word exclusive goes with a limited production number of 9999 exclusive pieces (in each dial/metal combination of course)
And my favorite:
"classic yet modern" and "a timpiece inspired from the past, made for today and kept for future generations"