Chrono24 debuted its “Time Is Our Thing” campaign as part of the online watch marketplace’s rebrand.
Karlsruhe, Germany—Chrono24 is ready for a rebrand.
The watch marketplace debuted a new brand identity last month, including a new logo and a modernized design for its platform.
“We are evolving while staying true to our roots,” said Chrono24 CEO Carsten Keller. “This new brand identity reflects the values we have always stood for: passion, trust, and innovation in the world of luxury watches.”
“At the same time, we want to introduce ourselves to a new, diverse generation of watch-curious newcomers – especially in key growth markets like the U.S., which is one of the most dynamic and exciting hubs for watch culture today. In all of this, our ambition is clear: to become the default destination for luxury watches—globally.”
Keller, a former McKinsey executive who previously worked for German fashion e-tailer Zalando, took over as CEO in late 2023 as the company said it was heading into its next phase of growth.
The new Chrono24 logo (left) seen beside its old logo on a white background
The rebrand will give customers a “consistent, premium, and modern experience” across all touchpoints, said the company.
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It also unveiled its new “Time Is Our Thing” brand campaign, which took inspiration from interviews with familiar faces in the watch community and personal stories shared by its customers on Instagram.
The ad highlights the role time plays in everyday life, with a voiceover asking, “What if you could buy time? Time to think, time to shine, time together, time alone?”
“‘Time Is Our Thing’ shows how we express our love for watches – through stories, emotions, and the moments that make collecting meaningful,” said Nick de Jong, director of marketing at Chrono24.
“The new brand platform celebrates our global community and our shared passion for watches by highlighting insightful watch moments and relatable watch behavior.”
As part of its rebrand, the company said it will continue to build partnerships with influential voices from the worlds of design, lifestyle, and horology, including watch collector Jeff Staple and creative Sean Wotherspoon.
Its goal is to place the brand at the intersection of watch culture and contemporary lifestyle, said Chrono24.
