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.
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.
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.
The Latest
The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The announcement came as the company reported a 23 percent drop in production in Q1.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.