In June 2014, Watches of Switzerland launched their flagship 155 Regent Street store with a campaign designed to disrupt the luxury watch market. Using the magpie—known for collecting beautiful, shiny objects—as the brand’s icon, we built a distinctive personality and positioned the store as the ultimate destination for the finest timepieces. We used the Alfred Hitchcock Horror ‘The Birds’ as our inspiration, we created a gritty fashion story around the birds and their new favourite hangout. Breaking category conventions, the campaign gained worldwide press and set the brand apart.
CD: Michael Jacovides. AD: Camille Caie and me. Photography: Erik Madigan Heck. Windows: Makerie Studio.
Key skills: Campaign concept/idea & art direction
"This is a big moment for Watches of Switzerland – it’s our first ad campaign in donkey’s years. Grey have been brilliant. We love the campaign, the teams creativity and attention to detail."
Watches of switzerland shuns luxury watch clichés with hitchcock-inspired ads
“A milestone campaign defying rigid category conventions”
“Watches of Switzerland channels Hitchcock's 'The Birds' in luxurious new creative”