The story of American/Canadian watchmaker Égard is nothing new. It’s introduction in the ‘about’ page of its website might have been written by one of a thousand fledgling brands trying to make their mark in a world where agencies can design a watch and bring it to market in months.
“Life is a series of moments, many of which define us as individuals,” Égard’s introduction begins.
“In our story, that person is a father, Peter Srulovicz. His son Ilan designed his first timepiece to honor the unbreakable bond between parent and child. It was his goal to create inspiring luxury pieces that embody the depth of emotion we each feel for the person in our lives who has defined our own important moments,” it continues.
So far, so normal.
The company made its first collection in 2012, and continues to produce watches primarily working with Swiss and Japanese suppliers and selling for under $500.
It has enjoyed bumps in publicity when famous faces have worn its watches and amassed an Instagram following over over 48,000 people.
Arguably its most influential channel is Youtube where more than 55,000 subscribers not only view videos about Égard’s latest watches, but also hear its views on how politics, sport and corporate America are being consumed by a woke agenda.
The shift into political commentary began in 2019 with a short film dedicated to the love Égard has for America and all those who fight for our freedom featuring passages thanking our military and veterans for their service.
One of Égard’s watch collections is called the Patriot, so the company was still pretty much on message.
The business then steered into more thorny issues such as how political correctness is destroying the country’s police force.
Lately, Égard has been a champion for the anti-woke agenda with videos including “What is a Woman” and “Égard versus Wokeness”.
Its latest output addresses the recent controversy over Nike and Budweiser partnering with transgender influencer Dylan Mulvaney.
“After all the progress made with women’s rights it is a shame to see it all erased,” Égard says in a video titled “ERASED – A message to woke corporate America (Nike & Budweiser)”.
The video has generated 383,314 views and almost 1,426 comments, almost all of them encouraging.
“This is how you advertise. This is how you build a brand and create a desire in the consumer. I’m a watch enthusiast and have never even seen an Egard watch, until now. Right now. And you have won me with this one advertisement. This is your moonwatch ad. Well done,” one commentator said.
