LUXURY | ROLEX
Global brand, product and sponsorship campaigns across ATL, digital, retail, PR, paid media partnerships and sponsorship activities. Launch of owned YouTube, social channels and interactive campaign microsites.
Rolex and Icons: Brand Campaign
Very few brands find themselves in the enviable position of seeing constant sales growth, a high brand affinity and a long roster of famous fans. Yet the influx of younger consumers who grew up checking the time on their smartphone display meant that a new audience needed to be convinced of the value of owning a traditional timepiece.
This global brand campaign showcased Rolex's iconic clientele, and how as a result the brand bore witness to some of the greatest moments in history, thereby becoming part of history itself. The work included TV, print, OOH, store takeovers and media partnerships. But the biggest shift for the brand was the noticeable move into the digital space coinciding with the launch of owned YouTube, Facebook, Twitter and Instagram channels that featured documentary-style content, while an interactive website allowed consumers to experience the historic achievements for themselves.
Formula 1 Sponsorship
With a long history in motor sport that inspired the Cosmograph Daytona, Rolex had just entered into a partnership with Formula 1, becoming its official timekeeper. A series of creative executions we developed across TV and digital content, idents, OOH and print underlined the importance of precision timekeeping that only a well-crafted Rolex could offer.
Product and Retail Campaigns
No other watchmaker has pioneered as many innovations as Rolex, but as time went on, there was less need to push the tech and product features in elaborate messaging. Instead, our 'always-on' campaigns, highlighting current Rolex models, focused on the beauty of the product or celebrated partnership ties. To promote new store openings, we chose to create a series of beautiful and classic sketches illustrating the unique locations of the partner retailers.
