Raymond Weil Watch Marketing


Brief: SWICO is a small, but very successful company who are the UK importer and franchisee of several premium watch brands. The biggest is Raymond Weil. Every year the SWICO marketing team implement an impressive stream of promotional activities, and wanted to publicize this fact to their trade customers and their sales force.

Solution: Historically, much of Raymond Weil’s marketing has been around music events, so video seemed the natural choice to capture their activity. I gathered all the collateral available: videos of events such as the Brit Awards (sponsored by Raymond Weil), print – brochures, point-of-sale material – press advertising and PR, etc, and edited and animated it all into all-singing, all-dancing montage of impressive promotional effort.

My role: Producer, writer, director, cameraman (for some filmed inserts), editor, motion graphics

Comments: This case study is a perfect example of the client getting terrific value, by virtue of my doing everything on this job. The SWICO management, led by Keith Sheppard, ceo, and Laurie Milne, marketing director (now an independent consultant at Twelve-Thirteen) are very results-orientated: and the results they have got from this annual marketing video have led them to commission me to make one five years running.