WatchShop.com, a leading UK online watch retailer, is to make its first foray into TV in June with a multi-channel campaign designed to establish the brand as a household name.
According to the company, the move is a first for an independent online watch retailer and marks the growth this family-owned British brand has experienced since its launch in 2007.
The TV campaign will air throughout the summer months as the company seeks to establish front of mind awareness among a mixed, premium mass market demographic and marks the launch of a new working relationship between WatchShop and media planning and buying agency, MNC and creative shop, Space City Productions.
Filmed in Shepperton, the ad takes a summer barbecue theme, bringing together more than 20 actors wearing the retailers’ key brands from Nautica, Fossil, Timex, Accurist, Seiko, Casio and Rotary. While 15 watch brands are featured, more than 100 watches were on set to complete the commercial, showing the choice of watches on offer online.
The campaign will play out across mainstream digital channels including ITV2, E4, More 4, Sky Sports, Sky Atlantic and Sky News.
“We are really pleased with the final cut”, says Kishore Naib, director of WatchShop.com. “The ad helps to give people a taste of the variety of watches that we offer, for all ages, genders, budgets and styles. The campaign will drive our on-going marketing campaign. It is a step forward for us in reaching a larger audience and we believe this will further establish our credibility as one of the leading UK watch retailers.”
Andrew McCutcheon, managing director of MNC, said: “We are delighted to be working with WatchShop on a strategy, which will further fuel the rapid growth of the company. TV advertising will take a fantastic proposition to a wider audience and cement WatchShop’s position as the UK’s leading online retailer of watches. We believe that WatchShop will continue the success of our online retail clients which include Moonpig, Glasses Direct and feelunique.com.”
WatchShop.com initially launched online in 2007, under parent company SDK Jewellers. In December 2010, WatchShop was ranked 16 in The Sunday Times Virgin Fast Track of Britain’s 100 fastest-growing private companies. The company recently teamed with Casio and Seiko to raise money for aid relief of the Japanese earthquake and tsunami victims. The company said it is also in the process of establishing other partnerships to add to its marketing mix.