Do you like the old or the new Stowa logo?
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Agreed. I did a concept post on exactly that idea - Stowa OLLE
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158 Posts
This is the answer IMHO. I didn't get a Stowa until after they'd transitioned to the new logo so I don't really have a horse in this race but I think the new logo is contemporary, tasteful and fits their aesthetic well. I think some of the more themed designs (Partitio, Antea Back to Bauhaus, etc) should have limited editions with the old logo (or put it on a rotor or somesuch as others have suggested), but the new logo is great. The big "S" is very early-century.
I think that's a great solution. The old logo fits their classic models better from a design standpoint. I always thought the new logo in the fliegers looked out of place.
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10,187 Posts
It really depends on the watch. On some, the old logo looks better. On others, the new one looks better.
Personally, I think both are good; the new logo has a nicer, more modern "thin" font which looks good on dials that otherwise only have thick bulky lines.
Personally, I think both are good; the new logo has a nicer, more modern "thin" font which looks good on dials that otherwise only have thick bulky lines.
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6,331 Posts
The new is so unobjectionably neutral that I can't find anything bad about it but much prefer the old one with the special S.
Changing from a well established logo is serious business and a big deal for any company and I wonder what the rationale was behind the change.
Changing from a well established logo is serious business and a big deal for any company and I wonder what the rationale was behind the change.
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1,595 Posts
Well, we can only guess, but my hypothesis is that it's Stowa's strategic goal to broaden its market beyond just people interested in the early-20th century models. Sure, the Fliegers, Marines and Anteas are fundamental to the Stowa brand (and will likely retain their appeal anyway), but if you look at Joerg's own style, and recent additions to the lineup you can see a markedly different design direction.
The new logo fits much better with this new 'contemporary' part of the portfolio which may be crucial for the brand's growth.
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178 Posts
Excellent suggestion!
Yes,
you are right with your statement.
It's a debatable point whether those 'new look' watches are economically equivalent or even more successful than the old ones.
A change only for change's sake can be dangerous for any business being dependant on their customers' approval - time will tell,
Volker
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They don't have to be, because they're an addition rather than a replacement. Unless you believe that all their watches need to appeal to all people
They don't have to be promising? Do you consider those watches as Joerg's hobby?
Additional assortment can be a lame duck?
That's not my opinion,
Volker
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1,595 Posts
I'm not sure where in my reply I said anything of the sort.
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They don't have to be equivalent or more successful. Every brand has volume models and exclusive premium models. And I'm sure a passionate watch designer such as Joerg Schauer has more ambition than to stick to rehashing the same old boring Fliegers until the end of days.
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I think they do have to be more successful. New models, new ascetics, styles, designs, should be the path forward, not just 'additions'. Brands that put their best foot forward attract new attention, coverage, and buyers to their brand. Stowa has done very well using the designs of the past, but if they want to continue their success they will have to begin producing new designs that attract new customers. And every Stowa that I have bought has only been from the vintage reissue lines.
Stowa needs new designs that garner attention from new customers. Vintage reissues are great but that strategy only works for so long.
Stowa needs new designs that garner attention from new customers. Vintage reissues are great but that strategy only works for so long.
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They maybe have to be equally or more successful (I doubt it, btw), but more importantly, they need (or should) satisfy a slightly different audience, not the core traditionalists. Becuase the only thing the traditionalists actually want is to get exact replicas of 100 year old design with as little change as possible. They don't need new designs, so the new designs should not be aimed at the traditionalists.
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