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Reinvigorating the world’s largest luxury brand
Being iconic has never been a complete protection against stagnation. Our work consisted in a strategic review of the brand’s portfolio and its creative approach to communication. Resulting in a total review of the brands products, collaborations and communication platforms.
Starting with a creative celebration of the brand’s core: the monogram. Reinvented with a limited edition made with 6 geniuses. Karl Lagerfeld, Christian Louboutin, Rei Kawakubo, Marc Newson, Frank Gehry and Cindy Sherman.
In parallel, the main monogram products were given renewed focus with a desirable projection of the brand core: travel.
In parallel, the main monogram products were given renewed focus with a desirable projection of the brand core: travel.
At the same time, totally new product lines were created with a new brand signature. High quality leather, with their own LV signature. New products were shown in the hands new house ambassadors and kept rare by available in limited quantities and a very high price tag.
Simultaneously a series of exhibits and events were launched around the world to immerse the public into the brand’s history and to bring each season’s show to life.
Simultaneously a series of exhibits and events were launched around the world to immerse the public into the brand’s history and to bring each season’s show to life.
Extending the brand to reinforce its cult status.
As a symbol status, Rolex has had to go through numerous world crisis without ever becoming a victim of what it represented. And for a brand that unlike its Swiss counterparts is not in complications and complex mechanisms, the task demanded to give the brand it’s very own product voice. So, after an in-depth exploration (that’s the least we could do for the explorer’s watch), we created content and campaigns that detailed extraordinary product features. From the purest steel in the world, to the year that went into making each watch and tens of other features.
At the same time, we went back to the brand’s fundamentals, ones that were slowly becoming forgotten: great explorers. An important piece of the puzzle for new entrants into the watch world, as well as all the new markets that were opening to luxury. Including the world’s largest: China.
That served as a springboard to approach a market that at the time was largely untapped: women. To do so, we gave the brand’s heritage of exploration a new twist. Taking precious new models underwater or to the world’s poles.
That served as a springboard to approach a market that at the time was largely untapped: women. To do so, we gave the brand’s heritage of exploration a new twist. Taking precious new models underwater or to the world’s poles.
For the more established buyers, we focused on an extraordinary group of women and men who were pushing the limits. With a new brand signature: ‘ A crown for every achievement’. Gold and platinum products of high value were presented with ambassadors in the worlds of sports, music, entertainment or conservation. Together with the world’s most iconic events.
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