Every second counts
Marking a significant milestone in our long-standing partnership, the centenary campaign for Watches of Switzerland had a framework but needed a vision. A century to celebrate, a suite of luxury watches to showcase. Our role? To craft, refine, and roll out an always-on, multi-channel campaign.
The art of art direction
Our team developed a unique visual identity to honour the class and style of the decade in which Watches of Switzerland was founded – the 1920s. Collaborating with photographer Sun Lee and paper artist Owen Gildersleeve, we built immersive sets, captured compelling imagery, and polished every asset to tell the brand’s story authentically and celebrate the spirit of the occasion.
Fine polishing involves many layers
This brief was rich with complexity. Alongside the ongoing 1920s-inspired work, we were tasked with creating a complementary campaign to spotlight a collection of ten exclusive timepieces, marking the 100th year of Watches of Switzerland. Featuring horological icons such as TAG Heuer and Cartier, these watches were presented against distinctive backdrops representing each decade of the brand’s existence.
The final flourish
To close out the year, we produced a Christmas campaign that reimagined our original Art Deco-inspired backdrops on a grander scale. The intricate paper designs were transformed into striking, larger-than-life structures, creating elegant settings for models to interact with. This campaign brought the concept full circle – a stylish tribute to the brand’s heritage and a sophisticated celebration of Christmas with Watches of Switzerland.
The best of times
This was an especially engaging and rewarding collaboration with a valued partner, and an opportunity for Northstar to showcase our expertise in creative brand messaging and deliver a complex brief with bold, confident execution.
