Tudor

Black Bay Dark

Brief

Solution & Results

Tudor – part of the Rolex brand – was introducing its new ‘Black Bay Dark’ watch to media. We were challenged to create a launch that would excite watch connoisseurs and appeal to fashion and style press simultaneously. 

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Without the opportunity to seed the product, we had to think of something that would be as good as holding the watch in your hand. The creative concept we landed on was a totally immersive and sensorial venue that showcased the watch’s key aspects.

Each room of the venue had a purpose: educate, inspire and lastly reveal. The walls featured vinyls, visualisations and projections that brought to life the watch’s heritage. Oceanic sounds showed the watch’s diving history, black hole visuals represented its high spec NASA coating and the arctic whiteout scenes showed its rich expedition history. The result was real time social media coverage and lots of long lead coverage opportunities.

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Creative idea // Pitch // Look and feel // Graphic design // Print production // Artworking // Product layout

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