Calibre

by Northstar Client: Watches of Switzerland
The Brief

Watches of Switzerland is one of the world’s leading retailers of luxury watches. The brief is to produce a magazine in English and Chinese that keeps the company at the forefront of an increasingly competitive market place, retaining loyal customers and engaging with new ones. Following the success of the magazine conceptualised and launched by Northstar (Calibre), Watches of Switzerland also briefed us to create weekly online editorial content to support their activities and to tell stories about the brands they represent across their network of showrooms and online. Ahead of the launch of Watches of Switzerland’s flagship store on Regent Street, we were also commissioned to rethink the brand guidelines and to generate logos around the 90th anniversary of the company. Watches of Switzerland also turns to us for below-the-line content to support in-store activity. We have created servicing brochures and booklets for use by the company’s concierge service and at its events. Throughout, these products all bring Watches of Switzerland’s values to life, positioning it as the UK’s most important luxury watch destination.

The Challenge

As well as communicating the Watches of Switzerland brand values, Calibre and the associated content we generate for the company have to make customers fall in love with luxury watches. This in turn must translate into increased footfall through stores, higher online traffic, repeat purchases, and therefore better sales.

Creative Approach

The content we generate for Watches of Switzerland is driven by the mantra: it must be beautiful, it must be intelligent, and it must engage readers emotionally. We create beautiful features using original photography art directed in-house, and commission the watch industry’s leading writers to offer readers in-depth insight. This combination demonstrates Watches of Switzerland’s knowledge, experience and relationship with luxury watch brands, and engages readers on an emotional and intellectual level.