Shade Station gets festive with debut TV campaign


Shade Station has offered up a sneak peek of its first ever TV advert, set to launch on November 11 with the aim of driving watch sales this Christmas.

The independent online and bricks-and-mortar retailer deals in sunglasses and watches, with the advert covering both product types.


It features models trying on sunglasses and watches across a range of styles and from brands including Diesel, Citizen, Hugo Boss and DKNY, running with the tagline “Keeping you Cool”.

David Allen, joint managing director of Shade Station said: “Shade Station has mass market appeal and we decided we needed to take our marketing strategy to the next level by going down a new avenue and into TV advertising. We are very excited about the campaign and hope it showcases the diverse offering of designer labels and cool edgy brands available to our customer base.”

Shade Station co-managing director Jocelyn Anders said the company wanted to reinforce the message to shoppers that designer watches were available to everyone at competitive prices.

“The advert has been designed to highlight what we feel we are as a company – both aspirational and accessible. Due to the fast paced and ever-evolving nature of the fashion industry, we are constantly reviewing the latest trends, styles and brands and updating our collections accordingly,” Anders said.

The advert will get its debut national airing on Sunday November 11, and will be aired on 11 channels including E4, More4, ITV2, Comedy Central, Sky Sports News and Dave. The advert will run until December.

Shade Station opened its flagship store in the Leeds Victoria Quarter in 2011, and has enjoyed recent success with its Hugo Boss watch collection.

Since opening it has gone on to acquire new brands including Citizen, Mondaine and Rotary, with plans to further extend its brand offer by spring 2013.


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