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.
Editors' Picks
Sponsored by
More on Majors
The Latest
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
