Richemont-owned Mr Porter has unveiled a luxury watch and jewellery marketing campaign promoting 153 products from 28 global brands.
Watches covered in the campaign include Baume & Mercier, Bell & Ross, Cartier, Gerald Charles, Kolours, La Californienne, Nomos Glashütte, Oris, Panerai, Piaget, Ressence, Roger Dubuis and Unimatic.
Jewellery brands promoted are Carolina Bucci, EÉRA, Elhanati, Foundrae, Jacquie Aiche, KOLOURS JEWELRY, Lauren Rubinski, MAOR, Mateo, Messika, OLELYNGGAARD COPENHAGEN, SHAY, Spinelli Kilcollin, Suzanne Kalan, Sydney Evan and Yvonne Léon.
In an age of gender neutrality, lines are being blurred between Richemont’s Net-A-Porter and Mr Porter ecommerce businesses, which have historically targeted women and men respectively.
The new ‘Bright Future’ campaign is predominately fronted by men wearing a selection of necklaces, pendants, bracelets, cuffs and rings with watches.
“Men’s fine jewellery is having a moment right now – or what I would call a renaissance – as a form of self-expression and exploration. All you need to do is look at the gentlemen who graced the red carpet at the Met Gala to notice little pieces of sunshine beaming from ears, necks, wrists and fingers,” notes Maxim de Turckheim, senior buyer fine jewellery & watches for Mr Porter.
“What is exciting is how men are being bold with their fine jewellery choices – embracing colours, chunky short necklaces, statement earrings, oversized rings and summery anklets. There is something for everyone to play around with. This campaign further cements Mr Porter as the space of discovery and inspiration for men,” he adds.
