Majors

Watches of Switzerland’s New Campaign Takes Viewers Everywhere

MajorsJul 01, 2021

Watches of Switzerland’s New Campaign Takes Viewers Everywhere

“Anytime. Anywhere.” includes a short film and an Airstream trailer that will roll around the Hamptons all summer long.

The interior of the “Anytime. Anywhere.” Airstream trailer, which will be parked at Gurney’s Star Island through the month of August and will pull up to various events in the Hamptons in the coming weeks.
New York—Watches of Switzerland just rolled out a new short film and an Airstream trailer that are the foundation for what it calls “the most extensive multi-branded timepiece campaign the industry has ever seen.” 

Called “Anytime. Anywhere.” and produced in partnership with creative director and photographer Jay Gullion, the campaign was designed to convey the idea that watch collecting is for everyone, and can be appreciated anytime and anywhere.  

It features nine individuals from varying backgrounds, from surfers and skiers to a NASA engineer, all of whom are leaders in their respective fields, Watches of Switzerland said.  

All nine were filmed at different locations wearing eight different brands: Analog Shift, Breitling, Cartier, Grand Seiko, MB&F, Omega, TAG Heuer and Ulysse Nardin.  


The locations span the country with the intention of “evoking a sense of wanderlust many have yearned for over the past months,” Watches of Switzerland said. 

There’s dancer Lil Buck sporting a Grand Seiko Shosho on the streets of New York City while skier Colter Hinchlifee wears various Rolex models in Alaska’s Denali National Park and surfers Kai and Lenny Ridge put on the TAG Heuer Aquaracer Professional 300 in Paia Bay, Hawaii. 

The campaign’s accompanying Airstream trailer first popped up at the Surf Lodge in Montauk on New York’s Long Island.

From July 1-Aug. 31, it will be at the nearby Gurney’s Star Island Resort & Marina, popping up at various events in the tony villages and hamlets of the Hamptons throughout the summer. 

 Related stories will be right here … 

Gullion also helped produced the retail pop-up, which, like the Watches of Switzerland U.S. flagship in New York City’s SoHo neighborhood, utilized American craftspeople.

Midland Architecture did the trailer’s design and layout while Elmwood Customs renovated it, crafting custom wood floors, cabinets, and fixtures.

Watches of Switzerland has plans to involve other brands, both in and out of the watch world, in the campaign. American men’s clothing brand Noah, for example, will dress the pop-up’s staff for the summer.

The Watches of Switzerland Group has about 150 stores in the United Kingdom and the U.S., operating  Watches of Switzerland stores in the U.S. as well as Mayors, which it acquired in 2017.

The company ranked No. 27 on National Jeweler’s 2020 list of $100 Million Supersellers, with an estimated $234 million in sales in its most recent fiscal year.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

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