Watch Sales Are Down at ShopNBC: Was Skelton Scapegoated?

MIGHT the exit of Jim Skelton from ShopNBC be due to eroding watch sales?

Just days after ShopNBC released Q4 results for 2010, Mr. Skelton disappeared from the airwaves and neither side is saying anything of substance. You’ll remember that I speculated he would be gone a year ago following a series of bizarre, on-air actions and statements in October of 2009 after the announcement that Tim Temple was being brought back to the network who had fired him six years prior. What followed were twelve months that saw one Invicta flop and scandal after another. But dead watches and hands that fell off were not limited to Invicta as other brands sold by the network arrived in non-working order to customers. Mr. Skelton continued his hostile behavior, famously throwing a ruler on the set and teasing Larry Magen about his dye job to the point that Mr. Magen snapped on the air. Mr. Skelton was also absent for long stretches of time, leading many to believe that the end of the Skelton era had arrived. Upon his return he began calling out this blog as well as individual members of the Watchlords forum as well as adopting a very snide tone with his forum membership.

As people complained on watchgeeks about inferior products and misleading statements used to sell the watches they were systematically banned or bullied by the Yellow shirt enforcers into silence on the Watchgeek forum. But these heavy handed actions didn’t stop the descent; seemingly generating more. As the one year anniversary of my original blog approached, Mr. Skelton started bragging about signing a long term, no cut contract.

EVEN I was surprised when I saw the news. I assumed I had seemingly made the correct case but was off by a year. I did forget about the earnings call and so I took a look at the earnings information released by VVTV. At first I was equally shocked about the 6% decline in watch sales against the same time period last year at the psychological height of the depression. But is it really that shocking? The former individual owners of Watchgeeks, as well as others who I’d consider friends of this blog, usually downplay my suggestion that Shop watch sales were driven primarily by Watchgeek membership and it has always been thought, albeit anecdotally, that all of the testimonial calls into Mr. Skelton’s shows were plants. But in a thread on WG concerning Mr. Skelton’s split with Shop, we seem to have proof:

A friendship developed on email, and we would exchange idea’s and questions on the timepiece’s. One day Jim emailed me and asked to call into the show, as a customer, who, wanted to express feelings about timepiece’s and invicta models and my experience’s with them.

I called in several times, regarding many timepiece’s and vendor models as well.

I don’t think it is a stretch to believe that Mr. Skelton had bonuses tied to sales and he was not your ordinary shopping channel host. He was a cheerleader and apologist for Invicta long before he ever came to TV, possibly with a retail background. By some accounts a hand picked successor to Tim Temple by Eyal Cool J. Temple who, supposedly wanted more control over product and to push the higher-end. But realistically the margins are much smaller with those classes of timepieces. It makes a lot more sense to sell a Chinese assembled watch marked “Swiss” at several times it’s actual unit cost. Reaching out to just a few dozen individuals like the person quoted above would not only generate sales because of an implied “friendship” but would push other members into making multiple purchases as well; specifically shut ins and individuals with little or no self esteem and a need to belong.

BUT the decline in sales doesn’t fall completely on Mr. Skelton. ShopNBC advertised diamonds on watches that were actually crystal; they marketed Chinese made watches as having a Swiss pedigree; they used a man-made composite of sandstone and marketed it as natural; they sold turquoise dial watches that were a cheap mineral alternative and they sold watches that featured hands that fell of. People started criticizing the fact that every hyped model was just a different color dial or rubber instead of a steel bracelet like the previous version. Again, the complaints grew louder and those voices disappeared. Michael Davis, at the time a Watchgeek owner and still the Technical Brand Manager for Invicta, issued the now famous edict – there is no free speech at Watchgeeks.

There isn’t a doubt in my mind that people tired of getting products that were advertised as something they were not and that they tired of the heavy handedness of the forum. I’d expect a decline in sales to follow. Need more proof? Just take a look at how outrageous his sales presentations became.

IT was my belief in the fall of 2009 that Mr. Skelton would soon be benched. It didn’t come to pass on the original timeline. But now it has, and if we work backwards with a little math based on Mr. Skelton’s own comment on that original blog, he signed in late September or early October of 2009. I’d expect that to run one year, which would have placed his resigning again in that same September / October timeframe. It is now the end of March which would make a late September signing the 6 month mark. I do believe he is going to end up on WoW.tv or an Invicta launched channel. And I think a lot of people will follow him there and he’ll be just fine. Free of the employer oversight that seemingly burned him so many times over the past few years.

Will it be 6 months from now? Is that the real Watch Commander on Twitter claiming to be in Minnesota or an impostor?

Will ShopNBC even be around 6 months from now?

The Imperious Jailbreak: Worst Watch of 2010 or All Time?

AFTER months of hype and titillation by everyones favorite urbane fashionlessnista, Jim Skelton, the public finally got a glimpse of the much anticipated Invicta
Imperious Jail Bait Jail Break. After the abject failure of the initial InvictaImperious offer, the Gearhead, many wondered if the other proposed models would see the light of day. They have, and boy, are my eyes sore. It’s been speculated
that Mayor McCheesy is the designer behind this line and I have to say – a case could be made. They are obtuse and gaudy and lack any real balance or cohesion as a collection. The fuck is Eyal Laylo thinking to bankroll watches designed by a retail store manager?
Look at his image – I don’t think he could properly design a pile of dirt. Of the four models, the absolute worst of the bad bunch is the Jail Bait Jail Break. From the unaesthetic sideways dial layout that includes a labeled Date arrow
pointing to a nearly impenetrably opaque acrylic dial that obscures
the date wheel to the ridiculous, dare I say, laughable ‘prison’ bars, this thing is the most uninspired, cliche piece that the Invicta Watch Company has churned out yet. I thought Invicta
clearly crossed the taste line with the ARSEnal and the plate sized Sea Hunter, but at least those things still resemble legible timepieces. This thing is the horological equivalent to the Pontiac Aztek. It’s going to be real fun to see who gloats on the various
websites about buying one; more fun still to see actual wrist shots and imagine the chode walking around and flosing the wristshit at their local Walmart trying to impress chicks who are hanging around and waiting for their Valtrex prescriptions to be filed. I cannot wait to see the inital price and watching the trajectory as it bottoms out. That’s going to be some Must See TV. MY nine year old son likes mechanical and automatic watches, and I’ve assembled a nice little collection for him that includes a rose gold Sandoz and a Mil issue Hamilton from 1973. He likes to help me decide what watch I’m going to wear on the days I switch up, and you know –
he’s usually right on. So I asked for his impression. “What do you think of this watch?” “It’s hideous and disgusting – no real man should ever be caught wearing that thing! It’s
G-A-Y…” I gave him that disapproving look as I have a lot of lesbian friends and he acknowledged my grievance. So I offer a qualification and direction “Listen buddy, it’s so gay that gay
people are like – Jesus Christ, that thing is way too gay!”