Swatch has appointed CDP to handle the UK launch of the Beat watch,
marking the Swiss watchmaker’s first appointment of a UK creative agency
for several years.
Creative work for the watchmaker has previously been handled in-house at
the client’s Switzerland headquarters and by the Italian agency,
CDP Media already handles the media planning and buying for the brand
The agency will launch an integrated campaign comprising 96-sheet
posters, radio and cinema advertising, focused around the futuristic
design of the Beat watch. This will be backed by a series of
advertorials in the Evening Standard and Metro from this month.
Posters will feature an Independence Day-style image of the watch
floating in space and heading towards the Earth.
’The objective of the campaign is to launch Beat in a provocative manner
while challenging people’s perceptions of Swatch,’ Quentin Higham, the
brand director of Swatch, said.
’Swatch has major plans for expansion throughout the year, and the new
campaign will spearhead this growth.’
Simon Myers, the managing director of CDP, added: ’We’re delighted to
have been appointed by Swatch to assist them with a genuinely innovative
launch of a genuinely innovative product. We’ve also had great fun
hoodwinking the public about an alien invasion.’
Swatch, which is owned by the watch giant, SMH, releases around 150 new
designs each year, many of which are supported by advertising. Recent
launches have included a wristwatch that doubles as a mobile phone,
called Swatch Talk.
In 1998, the company also launched ’Skin’ which, it claims, is the
world’s thinnest watch.