Watches of Switzerland has just opened an enormous three story, 17,000 square foot showroom claiming that “Europe’s newest and biggest destination for fine timepieces will revolutionize luxury watch retail.”
To promote the new store at 155 Regent Street, Grey London has launched a beautifully executed print and outdoor campaign which borrows from Alfred Hitchcock’s The Birds and features actress Kate Winslet.
The ad campaign began with a teaser pointing to 155 Regent Street a couple of months ago. It was followed by the launch of this campaign in mid-June.Grey London came up with the idea of creating an homage to Alfred Hitchcock’s iconic horror movie The Birds. In the ads, a sinister swarm of crowing magpies descends on London, attracted by the glittering façade of Watches of Switzerland’s Regent Street showroom and Kate Winslet wearing one of the world’s most covetable watches. The tongue-in-cheek tagline reads “The world’s most irresistible selection of luxury watches.”
These visually compelling black and white images of the gorgeous Winslet being attacked by magpies, who apparently cannot resist the luxury watches being offered by Watches of Switzerland, was photographed by Erik Madigan Heck.
Chris Hirst, Grey London’s chief executive, said of the campaign: ‘Watches of Switzerland is a genuine market leader, and – on the eve of launching what will be the standout retail space in its sector – now is a hugely exciting time to be working with them. A milestone event requires a milestone campaign and we think this work, which defies rigid category conventions, will really get people talking.’
Watches of Switzerland’s chief executive Brian Duffy agrees: ‘This is a big moment for Watches of Switzerland – it’s our first ad campaign in donkey’s years. Grey have been brilliant. We love the campaign and were so impressed by the teams creativity and attention to detail.’
The ad debuted over a full page in the Telegraph’s special watch supplement on June 14, and is now appearing across print media, in Heathrow airport and in Underground stations across London.