Jamie Thomson: Copywriter to the Watch Industry. Providing Product Descriptions, Brochures, and Content Marketing

I specialise in writing for watch companies and retailers. I work with established luxury brands and start-up businesses, providing valuable copywriting that engages readers and improves conversions.

What Makes Good Luxury Watch Copywriting?

‘I think copywriting for the watch industry is about the experience almost more than it is about the timepeice. When people are spending a lot of money on a particular product, they want to be taken on a journey and I think copywriting forms part of that journey as well. Quite often, you find that luxury brands write their copy in a high register and they use a lot of big words, but this actually has the opposite effect.’

Jamie Thomson, Brand New Copy


Copywriting for the Luxury Watch Market

I specialise in writing for the watch industry. I’ve worked with established brands and start-up companies. When it comes to selling luxury products, such as watches and jewellery, it’s less about the features (although they’re undoubtedly important), and more about selling an experience, or a lifestyle.


''Exactly What We Needed''

‘I was looking for a luxury watch copywriter that would be able to create product descriptions and a company story for my new watch brand. I needed someone who could create not dull and boring pieces of content but descriptions that sell the product and are fun to read.  After seeing a few samples sent by Jamie, I decided that he would be the best person for the job and I never regretted it. The copy produced by Brand New Copy needed no tweaking or adjusting. It was exactly what I was looking for. I’m glad that we’ve met and we will definitely work on more projects for my brand in the future.’

Tomasz Mickiewicz, Marc Brüg watches


''Produced Some Great Copy''

‘We briefed out a number of watch copywriters to improve our website copy. We chose Jamie based on his previous experiences and professional response to the brief. Jamie kept to deadlines and produced some great copy and rationale which is now helping to convert customers on our website. We look forward to working with Jamie again in the future.’

Gavin Mountford, Marketing Manager, Nite Watches

How My Watch Copywriting Service Can Help

As a luxury watch copywriter, I write over a variety of mediums. My copywriting services include:



I make it my business to ensure that your copy is on brand, establishes a desirable tone of voice and appeals to your target market. I’ll demonstrate the unique selling points of your products and use persuasive copywriting techniques to sell them to your audience.

My copywriting services have been used by a range of clients in the watch industry, including Police, Nite Watches, Marc Brug, and Marshall Lennard.

100+ Product Descriptions, 10 Press Releases & Brand Storytelling for Police Watches

I was asked to create a series of brand stories for the new Police watch and jewellery collection. The stories had to appeal to young men aged between 15-21 and have a distinctly urban, 80’s Americana feel.

15 Product Descriptions, and 1 Brand Story for Watch Retailer Marc Brug

Watch retailer Marc Brug asked me to write the product descriptions for their new watch line. With a strong focus on lifestyle and experience, my descriptions have helped establish Marc Brug is a leading British fashion watch retailer.

A Brand Statement, Returns Policy and a New Collection Description for Nite Watches

I was approached by Nite Watches to write a 25-50 word brand statement that captured the company’s unique selling point. I was also asked to write the brand’s shipping and returns policy.

Brand Naming and 10 Product Descriptions for Blink Touch

Watch retailer Blink Touch asked me to name 10 of their new Naviforce watches. The names had to reflect the personality and lifestyle of the wearer. I also wrote 10 product descriptions that incorporated a storytelling element to showcase the watches in their most persuasive light.

Email Sequence for Thomas Earnshaw Watches

Thomas Earnshaw watches asked me to write a sequence of 4 emails to launch one of their new products. As part of my research, I analysed their target audience to learn more about their buying motivations.

How I Work

Before I take on any new copywriting project, we like to get to know the client first. I’ll arrange an initial meeting (by telephone, email, Skype, or face-to-face) to learn more about your business and what you hope to achieve from working with me.

How Much Does Horology Copywriting Cost?

I believe in being as up-front as possible when it comes to pricing. My day rate is £500 and I provide a price per project, so you’ll know exactly how much the work will cost up front. Some of the factors that I consider when pricing for horological copywriting include:


  • How much content is required for the project
  • The number of words required
  • How much research is involved
  • Whether tone of voice guidelines are required
  • Whether on-page SEO should be considered
  • How many revisions are needed
  • The project deadline


To provide some context, here’s an overview of what I charge for different types of horology copywriting:


Basic website copywriting package – 5 pages, e.g. Home page, About page, Service pages x3, including briefing session, research, ongoing correspondence, 3 rounds of revisions.


Cost: £2,500.


4-page product brochure – Around 1,000 words, including briefing session, all research, ongoing correspondence, 2 rounds of revisions.


Cost: £1,500.


Press release – Around 500 words, including initial briefing, ongoing correspondence, 2 rounds of revisions.


Cost: £500


Product descriptions – From 75-100 words as part of a larger project, initial brief, all research, 2 rounds of revisions per set of descriptions.


Cost: From £35


Prices include all ongoing correspondence with the client, editing, proofreading and amendments.

My Watch Copywriting Guides...


How to Sell a Luxury Watch Like a Copywriter

One of the perks of being a watch copywriter is being able to work with clients from all over the world. And one of the perks of being a luxury brands copywriter is being invited overseas to see the products that you sell first-hand.

Drop Me a Line...

If you’re looking for luxury watch copywriter that will take an invested interest in the growth of your business, then please get in touch.