The 48-sheet posters break on 2 December, and address the false glee people express on receipt of a dud Christmas present. The strapline "No acting necessary" features on all three spots.
One ad features the line "A pair of socks! Yesssss!", another reads "Great! You picked up on my cardigan hints", and the last says: "It feels like ... and it is! It's a jumper!" The ads were written and art directed by Sean Doyle and Dave Dye.
CDD's managing director, Alison Hoad, said: "The work stems from two key insights. First, 75 per cent of watches are bought in the same three-week period that the ads are running. Second, 95 per cent of people lie to their loved ones at Christmas, trying to pretend to like their presents."
Media was bought by PHD, with planning handled by Rocket, which won the combined task to work on Sekonda from Mediaedge:cia in August.
CDD won the creative account in March without a pitch, with a specific brief to launch the XS range, which consists of watches within a £50 to £100 price range.
The XS launch follows the revamp of Time Products, the owner of Sekonda, which underwent a management buyout worth £80 million, and set about revamping its products and brand identity.
The brand's most famous campaign was the "Beware of expensive imitations" push through Gold Greenlees Trott in the 90s.