words/phrases I hate to read in a press release or magazine

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"

LOL so true!! One of my favorite pet peeve words is
08/13/2007 - 14:02

Revolutionary as in " this watch houses a revolutionary rotor which wind both ways"!!

Re: LOL so true!! One of my favorite pet peeve words is
08/13/2007 - 14:41

How about "revolutionary" as in all the parts move in a circular fashion! 

Re: words/phrases I hate to read in a press release or magazine
08/13/2007 - 14:20

I have to agree with you!

Have you been reading a lot of articles on Hublot recently?...

Not that there is anything wrong with the BB - it is by far my favourite sport watch - but it seems that every single article on the model has all of the  points you are talking about...

just went through a few magazines and "legitimate watchmaking" seems
08/13/2007 - 15:50

to be a favorite of the journalists. Does illegitimate watchmaking take you to jail?

Re: words/phrases I hate to read in a press release or magazine
08/13/2007 - 16:37


As you may be aware some of the phrases mentioned are actually taken from architecture

Less is more is a quote that is associated with the prolific and important architect Ludwig Mies Van Der Rohe who designed buildings with extreme clarity and simplicity.A watch that springs to mind would would be Dufour's Simplicity for it's purity

As you can tell i am a great fan of modern architecture

I presume that a manufacture uses these words to give that particular model more depth.it will only work if the particular watch is indeed what it is stated to be

I certainly would not fancy a watch inspired by the gothic era

Sorry for the long rant


Thanks for the heads up Tim, as an architect's son I should
08/13/2007 - 16:43

know better

But as much as it can make sens in archtiecture the "Less is more" phrase really makes me go nuts when applied to watch making especially since it is hardly ever associated with a watch like the Simplicity ...on the contrary!!

Pet peeve
08/13/2007 - 17:52

My pet peeve would be 'Limited Editions' just for the sake of it!

Change the font on the dial and presto it becomes a limited edition of xxxxx pieces and Highly collectible!


Refined and elegant. As much as
08/13/2007 - 17:16

these are two perfect adjectives to describe a Patrimony I can't understand phrases like " the elegant 47mm case housing a refined swiss movmenet (read unfinished ETA!!) etc..."

In the end it reads as "The elegant 47mm case housing a revolutionary refined swiss movement made by elfs under the moonlight on the peak of the snowy Alps comes in an exclusive 2,000,000,000 limited edition making it a highly sought after collector's item."

Since as in "Since 1325 *** has never made a quarz watch" looks
08/14/2007 - 16:42

like everybody and their neighbor is trying tu buy a history they don't have.

I recently stumbled on a Dubois & Fils add in Watch Time and it was an out right copy of the VC adds...shameful