Who doesn’t love being trusted with a secret?
It makes us feel privileged - a member of a lucky club of those in the know. Bédat has captivated the wonders of the secret in its new advertising campaign ‘Shh!’ showing models Carmen Kass and Andoni Anastasse with fingers to their lips in the universal ‘Shh!’ sign. The campaign shares the secret that Bédat is ‘very famous amongst very few people’. This clever brand-focussed communication strategy will certainly help turn this lesser-known company into a fully-fledged name. With the idea coming from the Paris based advertising agency Pascal & Thierry, and with photography by Peter Lindbergh (models) and Nick Welsh (watches), the effect is enchanting.
N°3
Top secret
However, the real secret lies in the brand’s latest offerings of timepieces that continue the Bédat signature of combining classicism with modern shapes and curves. There are new models for the No. 8 collection with its ‘round inside a cushion shape’, big date indication at 3 o’clock and platted alligator strap that is a complete reinterpretation of the round watch. The No. 3 has been recreated with a daring version in yellow gold and 125 natural brown diamonds and a sunburst satin finished ‘chocolate’ brown dial. The no. 1, the only square watch in the line, is curved inward at 3 and 6 o’clock and comes in a variety of models.
N°8
The numbers
Each collection is named after a number - Nos. 1, 3, 7 and 8 - which all correspond to different philosophies. No. 1 is for the beginning, No. 3 for perfection, No. 7 for eternal life and No. 8 for infinity. The concept is simple and effective, in an industry where collection names range from Greek to sexy, grandiose to silly, Bédat’s is refreshing.
Happy Birthday
While on the subject of numbers, Bédat is celebrating its 10th anniversary during BaselWorld this year (which makes us feel rather old at Europa Star as we will be blowing out 80 candles at our party!). Reaching double figures has obviously given the brand a confidence boost. With a new advertising campaign, a brand new CEO, William Devine, and some beautiful new timepieces to enhance the Bédat collections, things are obviously not going to stay secret for very long.
Source: Europa Star April-May 2007 Magazine Issue
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