Watches of Switzerland

Overview

Luxury watch retailer, Watches of Switzerland was looking to create its first advertising campaign in 20 years, to create a reappraisal of the brand in the minds of its luxury customers and launch its new Regent Street store - Europe’s largest standalone watch showroom.

Challenge

Create a ‘category defying’ outdoor, digital and print campaign that challenges perceptions of luxury watch advertising, to celebrate a milestone event which defies rigid category conventions, and succeed in really getting people talking.

Solution

Elizabeth and her in-house team worked with agency partners to launch a striking campaign inspired by Alfred Hitchcock’s ‘The Birds’ film. The campaign was supported by a  flagship window display including suspended magpies throughout the store and large window displays featuring golden bird cages – in a touch that made Londoners pause and look up – at the a murder of magpies perched on the Christmas light wires on Regent Street. The campaign shunned luxury watch clichés and won an award for ‘Best Windows on Regent Street’ from the Regent Street Association.