Bremont has launched a new ad campaign for its Victory timepiece, playing on the story of Nelson’s vessel and its triumph over the Spanish and French fleets.
The British brand has worked closely with advertising agency Abbott Mead Vickers to create the artwork for the ad, which is says is “unlike typical watch brand ads”. It has been launched ahead of Trafalgar Day – October 21 – which mark’s Nelson’s death in 1805.
The campaign features a simply laid-out page with an image of Nelson’s hat and the Victory watch in the bottom right-hand corner. It features a heavy amount of text to tell the story of the timepiece, and runs with the introduction: “A watch made from parts of the HMS Victory? We do not anticipate huge sales in France or Spain.”
The advert goes on to explain how the timepiece hopes to preserve history with its inclusion of metal from the HMS Victory. The campaign has been designed to be eye catching and “quintessentially British yet quirky” – said to be the perfect reflection of the brand.
The advert’s copy closes with the following: “As you might expect, the Bremont Victory is only available in a strictly limited edition and demand is likely to be high. But look on the bright side. Unlike Nelson, you won’t have to fight off the French and the Spanish.”
To date Bremont’s adverts have featured aviation imagery and larger shots of its timepieces.
The full text reads as follows:
"A watch made from parts of HMS Victory? We do not anticipate huge sales in France or Spain.
It’s hardly surprising.
The Bremont Victory chronograph is an unashamed tribute to the greatest ocean going vessel in British naval history.
The ship that, under the audacious leadership of Admiral Horatio Nelson,vanquished the combined might of the Franco-Spanish fleet at Trafalgar. If your name is Marcel or Pedro, you may want to look away now.
Nelson went into battle outnumbered and outgunned.
And yet, led by HMS Victory, the British captured twenty-one French and Spanish ships, destroyed one and lost none.
A stunning 22-0 away win.
On that October day in 1805, Britannia really did rule the waves.
Today, the Bremont Victory chronograph borrows more than just the name of the famous vessel. It incorporates actual material from the original ship.
With the kind permission of the National Museum of the Royal Navy we’ve used oak and copper from Victory in the construction of every watch. (In return, proceeds from each sale will go to help the ship’s restoration.)
The inner barrel of the case is crafted from HMS Victory copper.
While the back of the case is inlaid with oak from the ship’s timbers.
But although these parts date from the 18th century (the ship was built in 1759), the rest of the watch is very definitely 21st century.
The automatic movement features a double retrograde date, second hand and chronograph.
And the case is built from 18 carat rose gold and hardened stainless steel. (Having survived the French and Spanish guns, we wouldn’t want any part of Victory to come to harm now.)
As you might expect, the Bremont Victory is only available in a strictly limited edition and demand is likely to be high.
But look on the bright side. Unlike Nelson, you won’t have to fight off the French and the Spanish."
