With the exception of this page, Europa Star is a serious professional watch magazine whose goal is to offer you the best possible editorial content concerning the latest watch creations, trends, discoveries, company profiles and interviews with the leading players in the industry.
Unlike some, we do not dangle a carrot before a potential advertiser saying that if you advertise, we’ll write about you because, in the final analysis, a tit for tat situation makes them merely public relations vehicles. That is not what we want to provide you with.
We believe our editorial freedom means you can read and appreciate unbiased and pertinent articles. We do actually write about brands that don’t advertise, consequently, our independence is not as easy to apply as you might think. For example, there’s the classic case of our writing regularly about the exciting new products of that 250 year old company Emmenthal Topkapi* whilst they bury their head in the sand when the topic of advertising is broached.
Be that as it may, I want to tell you about a curious experience I had when we were preparing this issue. Prior to BaselWorld last year, we received a press release accompanied by a company profile from a Swiss watch company that manufactures only mechanical watches and was celebrating its 100th year of existence – for the sake of argument, let’s call it Dodo*. Assuming rightly or wrongly that this would be of interest to our readers, we decided that an article about the brand with its history and tradition, a personal interview with the Chairman and Chief Executive Officer, Heinz Humperdinck* along with an assessment of the brand’s hundredth year, would be appropriate.
So, in early December I telephoned to try and arrange a meeting with Herr Humperdinck. I was informed that he was travelling and, having explained my reason for calling, was told to contact a certain Karl Käse* - whom I later learned is the Sales Manager. Unfortunately, he too was on his travels. Later in the month I tried again, but Herr Humperdinck was in a meeting and Herr Käse was chasing mice or something. Once again I explained that we wanted to write an article about the brand and asked if the CEO could possibly call me when he had a moment.
The silence of the next days reverberated in my ears as the seasonal wrapping and unwrapping ceremonies approached and when I telephoned for the umpteenth time I learned that they had not resisted the lure of the turkey and mistletoe.

Having recuperated from my own festivities I found a message on my answering machine from Herr Humperdinck saying he was returning my call. As is his wont, he was unavailable when I called back. After a suitable lapse of time I called yet again and was passed to a lady, Frau Blucher*, whom I presumed was either his secretary or his assistant. I explained that I was returning Herr Humperdinck’s call. After a silence that was almost as long as my Christmas break, Frau Blucher came back on-line saying, and I quote, “We’re not interested!”
The conversation then went as follows:
Me: “I beg your pardonı”
Blucher: “We’re not interested.”
Me: “What are you not interested inı”
Blucher: (After a long silence), “We’re not interested.”
Me: (Somewhat surprised), “I’m not trying to sell anything you know, I want to write an article on your company for Europa Star magazine.”
Blucher: (Hastily), “We’re not interested!”
Me: “Yes, you keep telling me that, but what are you not interested inı”
Blucher: (A slightly longer pause),“We’re not interested.”
Me: (Somewhat annoyed), “Good bye!”

Later in the day, I mentioned my rather odd conversation to our sales people, who offered wry and knowing smiles, saying, “Welcome to the world of advertising! The company doesn’t seem to be aware of your independence.”
I know that tact is not a part of everyone’s DNA, but the art of diplomacy is saying no in such a way that it could eventually lead to a ‘perhaps’ or at least some form of negotiation. But five “We’re not interested!” led me to seriously believe that they weren’t interested.
Their denial to let me speak to the CEO means there is little likelihood, in the near future, that we will be writing about Dodo, their hundred years of activity, Herr Humperdinck, or their products. I’m afraid they blew it. I’m sure you’re all sobbing rivers of tears, nevertheless, denial is frustrating – it really isn’t a river in Egypt!


* All the names have been changed to protect the innocent ...
and the guilty.