"Swatch London Watch"

Our Objectives

To add perceived value to purchase of the limited edition Swatch London Watch. To stimulate consideration and purchase by Swatch enthusiasts and general tourists.

Our Strategy

We created an outer carton featuring two elements designed to appeal to each audience. The "Greetings From London" postcard was an obvious attraction to the tourist audience and could be used by them to present the watch as a gift "… from London" on their return.

Designed to move across the packaging as the watch was removed, the "London Bus" was developed as a "typically Swatch touch" that would be appreciated by Swatch collectors. Even the illustration had something for each audience … with the "traditional" view of London for the tourist audience being juxtaposed with "punk style" cut out lettering.

The Results

Originally developed for sale in the UK market only, the packaging was felt to be so clever that other European countries requested that they be allowed to sell the watch.