Watches of Switzerland Australia launches ‘A Devotion to the Extraordinary’ national brand platform via Moonsail

Australia’s leading family-owned luxury watch retailer Watches of Switzerland has launched a national brand campaign celebrating their extraordinary clients, via newly-formed agency Moonsail.

The brand strategy work conducted by Moonsail positioned Watches of Switzerland in a truly ownable space – an unrivalled devotion to their clients.

Moonsail Creative Partner, Paul Coghlan, said: “The level Watches of Switzerland goes to in looking after their clients – some of whom have been with them since 1997 – has, and continues to, set the bar for the industry. For the creative process, we went further and hypothesised that people who can afford luxury watches – their clients – generally have harboured some form of success through their own passion and hard work – they are extraordinary in their own right.”

Matt Nankivell, Moonsail Creative Partner, said: “What surfaced was perfect – neurosurgeons, environmental scientists, millennial entrepreneurs, mothers leading major international businesses while raising their children, and so many more. Celebrating these extraordinary people was a compelling and truthful way to clear space from typical category norms, while anchoring the work firmly in the business’ DNA.”

“The new campaign is all about the people who make our family business such an amazing organisation,” observes Sam van der Griend, the Managing Director of Watches of Switzerland. “We wanted to create something that is genuine and authentic; that recognises our clients for the extraordinary people they are, and the devotion our staff show them by providing the highly regarded level of customer service and recognition they deserve.’

“‘Devotion to the Extraordinary’ is now a mantra we use across all of our business, to ensure everything we do delivers on the promise that Watches of Switzerland is Australia’s leading destination to purchase a luxury timepiece from.”

Moonsail worked closely with acclaimed Director and Photographer Matsu to bring the vision to life in film and stills. Additionally, they teamed up with music virtuoso Brian Kruger to compose the film score.

“Our intention with production was always to work with the most extraordinary talent. Matsu and Brian brought the next level of craft the campaign rightly deserved,” says Nankivell.

Coghlan says: “It is exciting to work with such a passionate and globally-minded business. We look forward to continuing to help them grow through this potent platform.”

Watches of Switzerland Australia Founder and Chairman, Eric van der Griend summarised, “This is the first time that Watches of Switzerland has embarked on an advertising campaign celebrating our clients and our core value of offering outstanding service. 2022 is our 25th year and we look forward to implementing this campaign across our digital platforms and external sites to kick off the celebrations. The creativity of Moonsail has been inspirational – “devotion to the extraordinary” encapsulates the WOS mission statement.”

VIEW THE 60s SPOT

VIEW THE 30s SPOT

Credits
Client: Watches of Switzerland
Chairman – Eric van der Griend
Managing Director – Sam van der Griend
Marketing Manager – Jun Lee
Agency: Moonsail
Creative Partner – Paul Coghlan
Creative Partner – Matt Nankivell
Account Director – Juliet Coghlan
Senior Producer – Gemma Kay
Production: Sandbox
Director – Matsu
EP – Jenny Crabb
Set Producer – Maria Elena Amatulli
Production Manager – Dumi Mashinini
DP – Lewis Potts
Editor / Colourist – Denzil Heeger
VFX – Paul Siciliano
Music Composition – Brian Kruger
Sound Design / Audio Post – Soundbyte
Sound Engineer – Brad Habib
AC – Dan Stone
Production Designer – Sally Phipps
Gaffer – Dion Borrett
Best Boy – Nick Valentini
HMU – Courtney Therry
Talent Agent – Vanda Schijf, Chadwicks
Talent
Brian Kruger
Karen Jackson
Daniel Parker
Shalom Ali
Craig Wiggins
Lisa Bertamini
David Fong
Ricky Saini
Media: Initiative
Strategy – Luke O’Sullivan
Campaign Executive – Ryan O’Connell
Media: Matterkind
General Manager – Michael Whiteside