The brand has taken a light approach to promote its excellent dual-time wristwatch, doing justice to the brand founder’s sense of humour.
Watch advertisements usually err on the side of the conservative, serious side. That’s probably more true for the established Swiss brands, which want to convey a sober message that usually reflects the brand’s heritage and pedigree.
Fabergé has taken a bit of a lighter approach to their communications strategy for the Visionnaire DTZ. Not that the watch needs too much more exposure. It recently won the Travel Time Watch Prize at the Grand Prix d’Horlogerie de Genève, but I suppose it’s always good to build on the publicity momentum.
In its latest ad, the brand has tried to channel its witty personality, and the message works to great effect. “Precise, mysterious, refined” I think those three words capture the Visionnaire DTZ quite well. They also happen to apply to the protagonist of the ad, the stylish Kirk Newman.
But the award-winning watch is also impressive on its own. It uses a self-winding movement designed exclusively for Fabergé by the Agenhor Manufacture. The movement allows a logical and intuitive method of displaying two timezones simultaneously.
The hours and minutes of the local timezone are presented using peripheral, open-worked hands that rotate around a raised dome located at the centre of the dial. The hour of the second timezone is viewed through a neat aperture at the centre of the dome, optically amplified for a bold finish.
And as a finishing touch, and in true Fabergé spirit, the Agenhor Manufacture created a peacock-shaped mechanic hidden within the movement, which pays homage to company founder’s signature element of surprise.
Apparently, Peter Carl Fabergé also had a penchant for humour, which was highlighted in his legendary creations of the past. After all, it takes a bit of a silly steak to create those famous Easter eggs using precious materials and gems. The irony there being that eggs will usually crack, one way or another.