The campaign for the watch manufacturer's Greenwich Commemorative range focuses on the limited-edition Constellation and The Grand Complication watches and uses the idea that the watches are so superior they are able to track not only time but space.
The ads feature a close-up picture of the watch and the strapline reads: "You are probably alone". The campaign was created by WFCA Integrated, which was recently awarded the creative brief for Accurist's latest 拢250,000 print campaign.
The campaign is aimed at sophisticated, affluent men according to Andrew Loftus, managing director at Accurist.
"We wanted some fresh thinking for the new special editions, and WFCA Integrated inspired us with its work," he said.
Media planning and buying is being handled by Manning Gottlieb Media and the campaign will run in titles such as Esquire, GQ, Arena, the Evening Standard, Mail on Sunday, The Observer and the Independent on Sunday.
Accurist usually deploys shock tactics in many of its ads campaigns. By far, the most controversial was its "put some weight on" campaign, launched at the end of 1997, which featured an emaciated-looking woman wearing a watch on her upper arm rather than her wrist. The ad was condemned by the Advertising Standards Authority as "irresponsible".
In 2001, an Accurist ad featured a child beauty pageant contestant. The girl was heavily made up and photographed with her mother. The ad was headlined "I've chosen Libby's clothes, make up, hair colour, tanning regime and jewellery. She does have a mind of her own though." The ad was slammed as "irresponsible" by the Advertising Standards Authority for an advertisement presenting a young girl in a "suggestive, sexual way".
The two new special editions watch designs from the Greenwich Commemorative range will retail at approximately 拢300.
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