The campaign has been created by Inter City Group, the brand's distributor and manufacturer.
It will run across Facebook, Twitter and POS and drive the 18- to 35-year-old male target audience to a dedicated site, .
A unique code is issued with the purchase of a Police watch, which provides access to the site's membership area.
Members can register to win one of 12 holiday "experiences", such as flying a fighter jet in Russia or skiing in the desert. There are also 10,000 subscriptions to GQ men's magazine up for grabs.
The site will feature brand tie-ups and discounts over the coming year to build brand loyalty.
Odeon has already signed up and a leading hotel group and spa brand is expected to confirm its partnership shortly.
Gareth Somers, brand manager for Police, said: "We have created a dynamic sales promotion campaign that will amplify the brand's 'Be Younique' proposition, while driving sales of Police watches throughout 2011 to 2012.
"This is the first time a campaign of this nature has launched in the watch retail market and we're very excited at the prospect of it bringing us closer to our consumers and retailers."
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