White, off-white, fuchsia and silver are Century’s new colours. Unlike the powerful full-bodied colours so often used to attract the attention of the consumer, Century has gone for the more subtler tones that are, as Roderich Hess, the brand’s Marketing and Sales Director explains, “…courageous to use because if these colour combinations are not used properly, the result can be really kitsch!”
Prior to the colour question, Century began by segmenting its target group of consumers. These are, quite simply the ‘affluent’ … and those on the way to becoming so. This segment was then broken down into three categories: the ‘Arrivists’(those who have already achieved their goal), the ‘Modern Performers’(professionally successful, leading an active life) and ‘Post Material Sinus’ (self-starters, creative, looking for individuality, wealthy). This also means that the new campaign has to be luxurious in both concept and appearance, reflecting the lifestyle of the people at whom the new campaign is targeted.

The new campaign
With 90% of Century’s watches being ladies’models, the dominant colours of the new campaign had to be, by necessity, feminine and luxurious. With that in mind, the corporate colours were chosen and these tones are reflected thoughout the campaign.
“Our multi-facetted watches are unique,” Roderich Hess explains. “Each and every model is sculpted from a single piece of sapphire and there is no way that any hand-cut object will be exactly like the preceding or subsequent one. And because they are unique, our watches are the stuff of dreams.
“In the campaign we don’t show the attractive model entirely – you see the face, or a hand, set into pale background colours in order that the product stands itself stands out. The brand recognition will stem from the combination of the colours used to illustrate the watch. Everything we do in the campaign will be part of a luxurious setting because our consumer segment understands this type of message. It’s their social environment.
“Combined with this, we are using the phrase ‘Beyond imagination’ … which in itself is provocative. After all, what’s beyond the imaginationı”

Photo: THE EMPIRE RUBY
Handcrafted case from refined sapphire (26.39 carats) with 8 facets. Ruby coloured dial in polished Chinese lacquer, Dauphine hands, Swiss quartz movement, ruby coloured crocodile leather strap, 0.04 carats of Top Wesselton diamonds, 18 carat white gold screw-down caseback, lugs and buckle. Water-resistant to 100 metres.


Source: April-May 2004 Issue
(Please credit europastar.com)