Envy predominates Christmas Watches of Switzerland work

Watches of Switzerland is gearing up for its peak period of pre-Christmas sales activity with fresh advertising from M&C Saatchi that positions would-be customers as being obsessive about its watches.

Watches of Switzerland is gearing up for its peak period of

pre-Christmas sales activity with fresh advertising from M&C Saatchi

that positions would-be customers as being obsessive about its

watches.



The message is underscored with a line that takes a gentle swipe at

Switzerland itself: ’Neutral about most things, cuckoo about

watches.’



The theme is sustained in poster executions for each of its three

brands, Longines, Breitling and Omega, which will run on London

Underground sites for six weeks.



Written by Tim Harris and art directed by Malcolm Poynton, the ads show

the watches eclipsing the importance of dramatic events.



All were shot by the photographer, Dan Winters, in California.



In one ad, a mother handed her newborn baby is more interested in the

fact that the watch worn by the nurse is a Longines Golden Wing.



Another, shot in Dead Horse Canyon, shows a hand slipping off the canyon

edge and the relief of a climber at catching his friend’s watch.



The third, which was shot in the water tank at Universal Studios,

features a chained man sinking - the caption indicates he is more

concerned about his watch being water-resistant than his own life.



Media buying is by Concord.



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