Leo Burnett once said of advertising "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." With the exception of the final rule - which perhaps does not hold for luxury, although it certainly shouldn't be not-fun - I would agree with all of this. I was reminded of the quote when I was flicking through the UK edition of Esquire Magazine on a flight back to London on Friday and came across an advert for Bremont, the excellent British watchmaker in the inside back cover.

Let me be clear. I love this brand. It's been forged into existence by the vision and determination of the founders, Giles and Nick English. So you will understand my emotions when I reviewed the advert.

It's worth bearing in mind that this is a watch collection which begins at about £3,500 plus. It's competitive set probably includes Tag Heuer, Panerai, Rolex, Omega, Bell & Ross each of those showing off the watch to full effect - showing exquisite detail, engaging the magazine reader with a richness and a desire to buy.

This ad. Not so much.

Too much copy. Too clever. Too insider. Dull. The watch, and indeed the Bremont brand itself, skulks at the bottom of the page with not even a call to action or a suggestion you visit their website (which is not bad).

If I was a Bremont die-hard customer I would read this. It would give me additional facts to throw about in a watch conversation. But there are more efficient ways of transferring those nuggets to your ambassadors - this is not one of them. The role of print advertising in this context should be to excite and draw people in - heart AND then mind. Convert a Rolex (or whatever) potential buyer into a Bremont purchaser.

Of course I could be wrong. In the meantime I will add this brand to my list of "love to get my hands on this campaign".