Watches of Switzerland shuns luxury watch clichés with Hitchcock-inspired ads

Watches of Switzerland is drawing on the creative flair of celebrated filmmaker Alfred Hitchcock to ensure its first major campaign in nearly 20 years stands a part from the traditional celebrity-backed efforts that define the category.

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Watches of Switzerland has taken inspiration from Hitchcock for its latest ad campaign.

The watchmaker has taken inspiration from the director’s thriller “The Birds” to launch its flagship store on Regent’s Street at the end of the month (30 June). Creative riffs on the idea of magpies coveting precious things with the brand looking to bring a sinister element to its ads in order to get people talking about the opening.

Grey-created print and outdoor ads feature watch-wearing models being swarmed by magpies alongside the strapline “The world’s most irresistible selection of luxury watches”.

The creative is shot in black and white with the brand looking to tap into the classic tone of the film, while also playing up the beauty of the watches – which are shown in colour. Suspended fake magpies extend the theme in-store alongside large window displays featuring golden birdcages.

It marks the brand’s first major since 1997 and aims to defy category norms by eschewing the traditional celebrity-backed approach. Future campaigns will build on the precedent as the business looks to push the store’s status as Europe¹s largest standalone watch showroom as well its exclusive credentials.

Watch brand TAG Hauer believes the advertising staples of the category are still capable of presenting a progressive brand. The business has signed recently crowned world’s footballer of the year Cristiano Ronaldo to be the face of the brand long-term.

Stèphane Linder, TAG Hauer chief executive, says the deal is “incredibly glamorous” yet also “so unconventional”, adding Ronaldo will fuel its efforts to “totally change the game, push the limits and make our own rules”.

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