Tudor – the only sub-brand in the Rolex portfolio – was being re-launched in the UK after a 12 year absence. The brand enlisted us to help them position themselves and gain a voice in the media.
Although resolutely premium, Tudor is a watch that was designed to be accessible and inclusive. However, the shops and retailers that carry the watches are often intimidating, especially to people unfamiliar with buying luxury watches. Today’s creative workers have a strong desire for luxury goods with credible heritage, but avoid traditional signifiers of wealth.
We liberated luxury watches from the confines of staid, sterile, and old-fashioned jewellers and created a contemporary, relaxed launch environment where a new generation of tastemakers could sample the watches and experience the Tudor lifestyle.