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.
A star-studded launch party kicked off a holistic and rigorous PR campaign to secure Tudor not just a share of the watch conversation, but the larger fashion conversation as well.
We invited more than 250 UK fashion and watch media, bloggers and style influencers to the Sanderson Hotel to enjoy an immersive Tudor experience with a live acoustic performance by Francis and the Lights and DJ set from Mark Ronson.
Coverage appeared in 23 print publications including top tier titles such as AnOther Man, GQ, Style, Hunger STQP and Revolution; it included 20 full single pages of print coverage and 18 online pieces with a combined circulation of 406, 294, 948.