Swatch appoints CDP to handle British launch of the Beat watch

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.

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,

BSG/DMB&B.



CDP Media already handles the media planning and buying for the brand

across Europe.



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.



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