WatchesJun 29, 2021
Tourneau Stores To Be RenamedMajorsJul 01, 2021
Watches of Switzerland’s New Campaign Takes Viewers Everywhere
“Anytime. Anywhere.” includes a short film and an Airstream trailer that will roll around the Hamptons all summer long.
The interior of the “Anytime. Anywhere.” Airstream trailer, which will be parked at Gurney’s Star Island through the month of August and will pull up to various events in the Hamptons in the coming weeks.
New York—Watches of Switzerland just rolled out a new short film and an Airstream trailer that are the foundation for what it calls “the most extensive multi-branded timepiece campaign the industry has ever seen.”
Called “Anytime. Anywhere.” and produced in partnership with creative director and photographer Jay Gullion, the campaign was designed to convey the idea that watch collecting is for everyone, and can be appreciated anytime and anywhere.
It features nine individuals from varying backgrounds, from surfers and skiers to a NASA engineer, all of whom are leaders in their respective fields, Watches of Switzerland said.
All nine were filmed at different locations wearing eight different brands: Analog Shift, Breitling, Cartier, Grand Seiko, MB&F, Omega, TAG Heuer and Ulysse Nardin.
Called “Anytime. Anywhere.” and produced in partnership with creative director and photographer Jay Gullion, the campaign was designed to convey the idea that watch collecting is for everyone, and can be appreciated anytime and anywhere.
It features nine individuals from varying backgrounds, from surfers and skiers to a NASA engineer, all of whom are leaders in their respective fields, Watches of Switzerland said.
All nine were filmed at different locations wearing eight different brands: Analog Shift, Breitling, Cartier, Grand Seiko, MB&F, Omega, TAG Heuer and Ulysse Nardin.
This behind-the-scenes shot from the “Anytime. Anywhere.” short film features award-winning NASA mechanical and aerospace engineer Chang Jin “C.J.” Kim. Kim was filmed at the Vasquez Rocks Natural Area and Nature Center in Agua Dulce, California wearing an HM 10 Bulldog from MB&F.
The exterior of the Airstream trailer at the Surf Lodge in Montauk
The locations span the country with the intention of “evoking a sense of wanderlust many have yearned for over the past months,” Watches of Switzerland said.
There’s dancer Lil Buck sporting a Grand Seiko Shosho on the streets of New York City while skier Colter Hinchlifee wears various Rolex models in Alaska’s Denali National Park and surfers Kai and Lenny Ridge put on the TAG Heuer Aquaracer Professional 300 in Paia Bay, Hawaii.
The campaign’s accompanying Airstream trailer first popped up at the Surf Lodge in Montauk on New York’s Long Island.
From July 1-Aug. 31, it will be at the nearby Gurney’s Star Island Resort & Marina, popping up at various events in the tony villages and hamlets of the Hamptons throughout the summer.
Gullion also helped produced the retail pop-up, which, like the Watches of Switzerland U.S. flagship in New York City’s SoHo neighborhood, utilized American craftspeople.
Midland Architecture did the trailer’s design and layout while Elmwood Customs renovated it, crafting custom wood floors, cabinets, and fixtures.
Watches of Switzerland has plans to involve other brands, both in and out of the watch world, in the campaign. American men’s clothing brand Noah, for example, will dress the pop-up’s staff for the summer.
The Watches of Switzerland Group has about 150 stores in the United Kingdom and the U.S., operating Watches of Switzerland stores in the U.S. as well as Mayors, which it acquired in 2017.
The company ranked No. 27 on National Jeweler’s 2020 list of $100 Million Supersellers, with an estimated $234 million in sales in its most recent fiscal year.
More on Majors
The Latest
EditorsSep 16, 2025
Out & About: 7 Great Quotes From Converge in CarlsbadAt Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.
CrimeSep 16, 2025
2 Robbery Suspects Killed in California Pawn Shop ShootoutSix people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.
CollectionsSep 16, 2025
Chopard Adds New Designs to Its ‘Ice Cube’ Capsule CollectionThe jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
SourcingSep 16, 2025
Natural Diamond Council Launches Retailer Accreditation ProgramBen Bridge Jeweler and Lux Bond & Green were a part of the pilot program.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New YorkThe industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
