Ulysse Nardin says it is continuing to swim against the tide as it unveils a fresh marketing campaign that will start to roll out this month.
The Swiss watchmaker, which is working on increasing its presence in the UK this year, tells the story of one shark’s odyssey as it moves through metropolitan New York and Shanghai.
The creative features Ulysse Nardin’s Freak Vision timepiece, one of the star watches launched at this year’s SIHH in January.
This shark in the adverts represent an askance take on the marine theme, an essential element of the diver watch specialist brand.
The campaign, created by the Parisian agency Extreme, sets the shark out of context from the world of water and into an urban universe.
“We see him here in the streets of New York and Shanghai, far from the deep waters and reefs that are his natural habitat. Mysterious, instinctive, dynamic and self-assured, this predator is the incarnation of action because if he stops moving, he will perish. Always in movement, he doesn’t wait for things to change: he provokes change. Powerful, distinguished and efficient, we associate him with success in the world of business and finance,” Ulysse Nardin describes.
“This shark in the city speaks directly to our aspirations with a fresh and audacious perspective. Anchored in the action, it creates an element of surprise,” says Patrick Pruniaux, CEO of Ulysse Nardin, who joined the company directly from running Apple in the UK in the summer of 2017.
- Read a full interview with Patrick Pruniaux in the May edition of WatchPro magazine.