Summary
Oris had started to make in-roads into the global luxury market. The challenge was how to evolve the brand from a position of relative strength and continue the gradual process of moving its image upmarket in incremental steps. This work successfully positioned the Swiss watch manufacturer to appeal to a broader international audience.
Challenge
When time is your business, it pays to take the long view. Oris was concerned that if the brand tried to move upmarket too rapidly then retailers might get the jitters. Rolf Studer, CEO said, “Capture their interest, don’t lose our soul.”
Insight
Dan’s focus was the company’s fiercely independent and inventive spirit: for over 100 years Oris has exclusively made watches with mechanical movements. During the consultation, Rolf Studer CEO explained, “Truth is the new luxury.” This proved to be prophetic with the subsequent emergence of the global Quiet Luxury trend.
Strategy
If the world ticks, tock. Target the independent-minded customer who makes their own choices in life – enlightened, professional and principled. Celebrate a 100-year legacy of independent invention.
Message
Go your own way. This became the benchmark for identity development and subsequently the campaign line for a successful social media drive.
Creative
The evolved logo celebrates Oris’s founding year of 1904 and its location in the Swiss village of Hölstein, nestled in the beautiful Waldenburg Valley. A subtle yet momentous change after over a century of independent watchmaking. It’s an evolution of the brand identity that is rooted in the brand’s heritage, feels contemporary and can be applied cost-effectively and experienced at every touch point.
Impact
A buzz grew around the brand. In the first year of the new identity, CEO Rolf Studer said: “We have been doing well and our strong double-digit figures are up this year, while the industry is down double digits.” Instagram followers have since grown from just under 100,000 to over 750,000 since the refresh and the brand now has more than 3 million followers on Facebook.
Technique
When pitching for the work: Dan sent Rolf a cuckoo clock. Sometimes it makes sense to do something crazy to get the conversation flowing.
Credits
Designers: Jamie Breach & Olly St John / Creative Director: Nick Finney / Clients: Rolf Studer, Wassalis Thanasis / Client Manager: Tom Moloney.
