BRAND STRATEGY / BRAND ART DIRECTION & VOICE / BRAND CAMPAIGN / DESIGN
Watches of Switzerland had previously relied on the prestige of the watch brands they sell. But as retailer competition grew, they needed a brand positioning that separated them from the rest, showing Australia why they are and have always been the country's leading luxury watch retailers and experts.
AFTER AN EXTENSIVE DISCOVERY PROCESS, WE ARRIVED AT THEIR NEW NORTH STAR:
A devotion to the extraordinary
Complete and utter commitment of service to their customers, staff, the incredible watches they sell, and the next-level craft behind them.
Everything they do meets a level of extraordinary. The level of service. The watches. The staff they hire. Even the quality of the paper in their printers. Which in turn attracts extraordinary customers.
To launch this new positioning, we created Watches of Switzerland's first above-the-line brand campaign. Working across film, digital and out of home, the national campaign 'Extraordinary deserves extraordinary' celebrated the extraordinary customers that walk through their doors. These incredible people, whom Watches of Switzerland devote themselves to, deserve the same level of extraordinary in return.
25 YEARS OF EXTRAORDINARY
The year following the launch campaign marked the 25th anniversary for Watches of Switzerland - 25 years of extraordinary. It was our job to promote this milestone in a way that lived up to their extraordinary journey.