Vertex's first advertising campaign in 50 years evokes the story of its legendary Caliber 59 military issue watch to promote the limited edition M100.
Founded in 1917, Vertex was one of 12 companies – the so-called "Dirty Dozen" – that built and supplied watches to the UK Ministry of Defence. Its Caliber 59 watch was officially issued to British special units during World War Two. Vertex ceased production in 1972 but was re-launched earlier this year by the great-grandson of the company’s founder along with the new M100, a tribute to the Caliber 59. Poster and print ads by Grey London draw on the brand’s rich military history and feature deconstructed images of the watches with both contemporary and 1940s typefaces and a vintage silk-screen finish. The campaign was written and art directed by Andy Lockley.