hr:, a magazine heretofore devoted to mechanical timepieces, is attempting to reinvent itself with a new focus on the broader category of luxury goods. The bi-monthly slick promises to deliver a readership that is 35-55, with an annual income above $650,000 and a net worth of $1 million plus, which makes sense if you've priced the cost of having your Rolex or Patek Phillipe cleaned lately.
The new focus will feature those lifestyle elements most likely to advertise heavily in the magazine; fashion, luxury cars, yachts, vacation spots and, of course, watches. As the public abandons the wearing of watches in deference to the time readout on their cell phones, the accoutrement increasing has become a jewelry choice, one acceptable within the conservative 'man code'.
Expect hr: to join the rank of quasi-catalogues of luxury gifts, somewhere between Harper's Bazaar and Condé Nast Travel, where the lines between articles and advertising is as faint as the blush on a model's cheek.
Reader Comments (Page 1 of 1)
3-13-2008 @ 11:07AM
geoff said...
well this is just sad. my company sells high end watch winders and as such we are bombarded with watch and lifestyle magazines every month asking us to advertise so they send us copies and back issues all the time. Hr: was one of the worst watch magazines i have ever seen, even though on some issues it says on the cover 'The Greatest Magazine of All Time' clearly these guys are delusional. If they couldn't compete in a crowded watch magazine segment i don't see how they will make it in a super-saturated luxury wanna be segment either.
Reply
3-13-2008 @ 2:29PM
Joe said...
Wow- I’m the new editor thanks for the encouragement (LOL). Give a brother a chance. I was hired to line up the "Watch with the Lifestyle" and we are doing well.
The magazine has released 3 lifestyle issues and our distribution is now up to 100,000 units with a very high sell through, thank you.
I'll be looking for you at Basel. Can’t wait to meet.
4-09-2008 @ 8:59AM
David Bourton said...
I subscribed to Hr magazine from the UK. When my subscrption ended last July I did not renew. However I have received the three issues of the new magazine starting in December (Free of Charge I hope) I wonder if I am part of the 100,000 distribution and how many past subscribers are also included?
Reply