We’re used to three things from Passyunk Ave-based Analog Watch Co.: unorthodox watches, good media skills and April Fool’s pranks. In keeping with their track record, the story you’re about to read features all three.
“The Companion Collection,” a line of watches made out of your favorite pet’s fur (yes, fur) from Lorenzo Buffa’s design shop made the rounds last week. A full media kit with pictures, videos and a serious press release was distributed to journalists. In it, the brand was promoting the “nature-inspired timepieces” that would help pet owners “immortalize you favorite furry friend.”
If you can stomach it, here’s the video describing the manufacturing process:
Unsurprisingly, the product line raked in the media hits.
Yahoo! News reporter Kristine Solomon fell hook, line and sinker. “Feeling the itch to transform part of your fur-baby’s coat into this hair-raising accessory? The company will start taking orders on April 1,” wrote Solomon.
“Preorders start April 1,” wrote The Verge’s Ashley Carman. “Which means there’s a strong possibility this whole thing is an elaborate April Fools’ joke (who starts preorders on a Saturday?), so maybe take the whole thing with a sizable grain of salt.”
Wondering if I would have fallen for this one myself, I emailed Buffa with an inquiry about the collection.
“Of course its an April Fool’s joke :D,” said Buffa in a tonge-in-cheek email. “Every year we try to strategize a way to leverage this into real sales, but so far its mostly just been a fun way for us to take a mental break from always being on brand and thinking of the market.”
BTW, Buffa is also good at crowdfunding.-30-
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