British watchmaker Christopher Ward has launched its first-ever TV advertising campaign – a bold and optimistic move in the watch industry, which has otherwise seen event cancellations, launch postponements and production shutdowns in the wake of Covid-19.
Airing across the Sky network including Sky One, Sky Sports, Sky Atlantic and Sky Witness, the new TV (and digital) ads created by the agency Beehive, show that Christopher Ward is not only a brand looking to the future but one that is unafraid to press on with its launch and growth plans in such unprecedented times.
The new ads (being entirely product rather than celebrity focussed) take the viewer on a horological journey through the internal workings of Christopher Ward’s new C60 Sapphire dive watch – bringing to life all its intricate details and components along the way.
This transparency is not limited to what the brand showcases in the TV ad but is also part of the watch design itself – which features a translucent sapphire dial, allowing you to see the mechanical movement within. This is backed with a layer of blue polycarbonate to give the dial its translucent blue glow – expertly combining an eye-catching aesthetic with true horological detail.
The C60 Sapphire’s ‘light-catcher’ case takes its name from the way light bounces off its polished and brushed surfaces and its Sellita SW200-1 automatic movement can be glimpsed through the exhibition caseback – which like the dial is made from sapphire crystal.
Seeing the complexity of the C60 Sapphire close-up, suggests that the challenge of creating an advert mid-lockdown came second to the challenges faced in making the watch. The most difficult of these was creating a dial just 0.6mm thick from pure sapphire crystal, as whilst both strong and durable, sapphire is also extremely fragile to machine. Ensuring water resistance up to 600m and the finish required for a watch dial complicated the process even further.
The launch is perhaps not surprising from a brand that has pioneering co-founders Mike France and Peter Ellis at the helm. Their forward-thinking attitude to growth helps explain how the brand’s first-ever TV appearance has come about.
The ad’s witty voiceover – from British writer, producer and radio presenter John Lloyd – reveals a new tone of voice and strapline – ‘Ingeniously English Unsurprisingly Swiss’ – that humorously plays on Christopher Ward’s ‘Anglo Swiss’ identity.
Mike France, CEO & Co-Founder says: “The C60 Sapphire is arguably our most mesmerisingly beautiful watch ever. Very few watch brands, and certainly none at our price-points, have ever created a watch with a sapphire crystal dial that allows a translucent view into the mechanical movement within, so we are particularly proud of our design and engineering team’s achievement”.
Tim Hollins, Head of Strategy at Beehive says, “In the current situation, making commercials is not easy, so we had to be creative, about being creative. With just a few of us on the shoot, we phoned friends for their camera lenses, lighting and technical equipment and performed the other roles ourselves too”.
The NEW C60 Sapphire is available to buy with a stainless steel bracelet for £895, or with a hybrid rubber/ Cordura® strap for £795 – in a choice of blue (as seen in the TV ad) or blue and orange. What’s more, thanks to the ingenious quick-release technology it’s easy to buy both and simply swap between them.
Please visit www.christopherward.co.uk to view the new TV advert.