Concord to launch new ad campaign

October 2007

Concord to launch new ad campaign

Movado Group's Concord luxury watch brand has announced the launch of a new advertising campaign, which is aligned with the company's repositioned strategy outlined at the 2007 Baselworld Watch and Jewellery Show.

The new campaign, titled “The Watch. Reconstructed.,” reflects Concord's approach to design and construction. It is meant to consolidate the company's new brand identity and promote the personality of its designs.

Shot by photographer Russell Porcas, the campaign features the new COSC-certified Concord CI Chronograph. The watch was stripped down and deconstructed so each part and component could be reconsidered in terms of its reliability and sturdiness.

Going a step further, the company stated that the basic premise behind each design started on a Cambridge University blackboard, where a professor of mathematical science developed an algebraic formula that encompassed the variables of the new chronograph's specifications: case diameter and thickness, number of side screws, dimensions of the sapphire crystal and more. Together the data produced an equation that serves as the matrix of the C1 chronograph.

The new ad copy reflects the ambition behind the launch, targeting the upper end of the market and reinterpreting the chronograph's visual codes.

The campaign, created by London-based communication agency Spirit, will appear in trade magazines later this month.