H. Moser & Cie. was a legacy Swiss watch brand that had been dormant for over a century. So when the Meylan family, who had turned around Audemars Piguet, set out to relaunch it, it lacked a clear image and had no brand awareness.
Our job was to create a new H. Moser & Cie. image that was simple, unique and disruptive to rapidly grow brand awareness.
Legacy Idea and Results
Our Legacy Idea was to turn the fact that the brand only made 1,500 watches a year into a strength: Very rare.
The campaign’s irreverent take on the mores of the watch sector’s advertising generated immediate impact with the trade, media and with luxury buyers.
This helped the brand secure distribution in Harrods and Watches of Switzerland, as well as across the Middle East, China and Russia.
Within two years of the campaign launch H Moser was the only luxury Swiss watch brand to grow sales and it sold the most expensive watch at Baselworld.
“LONDON’s Straight-Line Thinking approach delivered for us the Legacy Idea of ‘Very Rare’. It is true to our products, our heritage and where we want to go. The agency uncovered what makes H.Moser genuinely different from our competitors and how we could express that in all our communications.”