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In Watches of Switzerland’s latest campaign “Anytime. Anywhere.,” the renowned U.S. retailer has created a tale of the cosmopolitan intersection of culture.
The campaign takes cues from the vivid lives and adventures of its clients to help them “embark on an international journey into the lives of our vibrant collectors, where the luxury of time reflects a well-lived life.”
The immersive journey of the campaign is designed to transcend time itself, spanning the globe and tapping into how clients utilize timepieces as an essential part of their lives. Among the featured characters are musician Moodyman, Beyoncé dancer Ai Shimatsu, pickleball champion Dominique Schaefer, fashion designer Davide Baroncini, chef and hotelier Rōze Traore and photographer/explorer Joel Hyppöenen.
This campaign beautifully encapsulates the diverse facets of the Watches of Switzerland collector community. It delves into travel, cuisine, fashion and music, meticulously aligning individual preferences and styles with the ideal timepiece. It’s not just about watches; it’s about curating an experience that resonates with each collector’s unique lifestyle.
Here, Watches of Switzerland discusses its latest campaign, how the retailer sets itself apart in the watch and jewelry space and more.
Moodyman showcases OMEGA watches. Photographed at the Willis Showbar in Detroit, the images reverberate with dance/electronic beats.
Fairchild Studio: Tell us about the latest collection. What are some of its differentiating features?
Watches of Switzerland: Watches of Switzerland, the premier multibrand watch retailer, has partnered with some of the world’s most iconic timepiece brands, including Chopard, Grand Seiko, Longines, Omega, Tag Heuer and Ulysse Nardin featuring characters that meld the worlds of horology, travel, cuisine, fashion and music. The timepieces featured in the campaign are the latest introductions from our partners, bringing consumers the most dynamic of the watch world.
This daring initiative takes you on an immersive journey into the lives of vibrant collectors, where time gets expressed in personal and inspiring ways. The campaign’s central theme, “Embark on an international journey into the lives of our vibrant collectors, where the luxury of time reflects a well-lived life,” captures the essence of this extraordinary project.
Fairchild Studio: How would you describe the brand’s primary consumer?
W.S.: Watches of Switzerland clients are drawn to our locations to view an ever-evolving collection of models from the world’s best timepiece and jewelry manufacturers. Our teams represent an educated authority in the industry and provide elevated hospitality and authentic connections with our valued collectors.
Fairchild Studio: What differentiates your design process from contemporaries in the watch and jewelry space?
W.S.: Watches of Switzerland partners closely with our timepiece and jewelry brands to create exclusive pieces tailored towards our audience. We recently launched the Mayors Bespoke jewelry program in partnership with Benjamin Javaheri for the Watches of Switzerland Group, celebrating individuality and artistic expression through custom diamond jewelry. Proudly crafted in the heart of Los Angeles, this bespoke service sets new standards with its generational traditions of hand craftsmanship, ensuring unparalleled quality and ethical sourcing for discerning collectors.
Dominique Schaefer brings the energy of active sports to the campaign featuring TAG HEUER to epitomize athleticism and passion.
Fairchild Studio: How does this collection modernize the brand’s evolving aesthetic?
W.S.: The selection of timepieces for the “Anytime. Anywhere.” campaign is a curated “best of the best” from our valued brand partners. We have collaborated in selecting some of the most iconic and recognizable models, from the Omega Speedmaster to the Tag Heuer Carrera.
Fairchild Studio: How is the brand uniquely communicating with consumers ahead of the 2023 holiday season?
W.S.: We are expanding our marketing channels for client communication, including TikTok and Spotify.
Fairchild Studio: What’s next for the brand?
W.S.: Watches of Switzerland continues expanding its U.S. footprint through brick-and-mortar doors nationwide and digital platform growth via e-commerce.
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