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
The message is underscored with a line that takes a gentle swipe at
Switzerland itself: ’Neutral about most things, cuckoo about
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.