Adexe watches has targeted millennials with a new approach to marketing, for its latest AW18 campaign.
The London-based company hopes to use self-expression as the differentiating element within what it calls, a crowded watch market.
Adexe was founded on and inspired by the spirit self-expression and celebration of individuality.
CEO and co-founder of the company, Angel J. Wu, built the brand based on research within her own generation after finding that millennials still desired watches but rather than tell the time, they saw it as an extension of their personality.
The watchmaker therefore ensures that everything surrounding the design, marketing and packaging of the watches is built with self-expression in mind, and the brand thinks the formula is working.
Ms Wu said: “I’ve really listened to what the youth want and have used that in my approach with everything. London culture is at the forefront of style and inclusivity and is why the world looks to our great city for inspiration across the board.”
The new campaign for its new AW18 is called ‘Your Time is Now.’
Ms Wu added: “We’re excited to see our formula working as our team are part of the target audience and know what the millennials want.”
Some of the new collections for AW18 include Meek and Freerunner.
Meek is inspired by the classic British design of the 1800s and comes in a variation of hand-polished stainless-steel mesh or hand-selected genuine Italian leather straps.
Powered by Japanese Citizen GM15 and GL15 movements, the dials are finished with a domed hardened-crystal glass and are available in Grande 41mm and Petite 33mm sizes.
The watches will retail between £95 and £149.