Client

Concord watches

Concord is a luxury wristwatch company, watches are designed and produced in Switzerland and sold globally.

The Challenge

We were contacted by Concord to help promote the launch of their new model of wristwatch – the C2 Graffiti Grey. We were commissioned initially to design the packaging for the watch.

For the promotion and advertising of the product, we were given an open brief.

Concord wanted to do something brave and pursue marketing avenues previously unexplored by their company.

Our Response

Packaging

Our project managers first gathered information on what was desired for the packaging of the watch and matched our client’s needs with the artist/ designer on our team that had the most relevant skill set. Using mood boards and design ideas compiled by working closely with Concord, we set design parameters for the packaging. Our graffiti designs were used as branding throughout the campaign, including in all literature released involving the Graffiti Grey C2 watch.

Event

Project managers planned a launch event in London and two murals in different European cities. Working within our client’s budget, our team sourced mural sites in London, Paris, and Milan. We selected international graffiti artists from our team with versatile skill sets appropriate to the project.

Our graffiti artists were given free reign in terms of design and each created a mural in their own style, inspired by the Concord watch. The paintings were filmed and we edited a short film which we played at the launch event.

We sourced a former tube station in London for the event, organised catering, a live DJ, security and equipment to facilitate the screening of the promotional video.

Members of the watch industry press were invited and we ran a graffiti workshop on the night so that guests could take home their own piece of original artwork. Concord used the content across their social platforms and created many conversations around the launch of the watch, by holding an event that was different to anything ever seen in the watch industry before.