US. Fast-growing Miami-based watch company Krieger Watch Corporation is set to make a foray into the travel retail channel with an edgy new brand image.
Founded in 1988 by Ira Krieger, the company originally produced Swiss chronometers for serious sportsmen and women in the 35-55 year old age group.
Together with company President Lance Burstyn, Krieger expanded the collection over the past 20 years to include luxurious new models.
To celebrate its 20th anniversary, the company has revamped its signature timepiece – the Tidal Wave. Unlike other timepieces, the Tidal Wave – dubbed “a watch of the seas” – measures water resistance in miles, spanning a half mile in the depths of the ocean. Other models targeting the marine world include the all new Marine Chronometer and Sea Stallion.
In an effort to attract a young demographic, Krieger Watch has embarked on a re-branding campaign helmed by Creative Director Lola Garcia. To this end the company has launched the Gigantium, “the pocket watch for your wrist” featuring wristbands in varying colours.
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(Left) The watch that started it all: The Tidal Wave is an update on the original Krieger Tidal Chronometer; (Right) The Marine Chronometer, together with the Sea Stallion (below left), target marine enthusiasts | |
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(Right) The Gigantium, dubbed “the pocket watch for your wrist”, was designed to attract a young demographic | |
Retailing from US$2,000 to US$125,000, Krieger watches have found audiences within the sports, fashion, celebrity, and investment worlds. Krieger brand enthusiasts include music artists Usher and Shakira, basketball star Shaquille O’Neal, and actors Leonardo DiCaprio, Jessica Biel and Eva Longoria.
Re-branding campaign
Entitled “Haute Performance”, the company’s first full brand image campaign features Krieger’s most popular watches.
“Three years ago we set off on a re-branding mission utilizing grass roots marketing to put our collections in front of a new audience while reintroducing the re-invented brand to our loyal customers,” said Vanessa Conde, Director of Marketing/PR for Krieger Watches. “After three years of successful marketing, promotions and events we are ready to pioneer an advertising campaign that will stun everyone and take Krieger to the next level.”
In a quest to defy the ordinary, Creative Director Lola Garcia used an unconventional approach to give Krieger a fresh face and each watch collection a tale of its own, said the company.
“My goal in creating this new campaign was to establish a benchmark in watch advertising using edginess, sexiness and glamour without compromising the luxury appeal and integrity of the brand,” said Garcia.
Garcia breathed life into each watch by extracting its characteristics and giving it a personality. The result: print ads that evoke feelings in the customer rather than solely reflecting on the watch as an object.
According to Garcia, the Gigantium collection ads aim at “today’s man on top of his game and a giant in business and life.” Underlining the literal meaning of the word, the Gigantium ads illustrate feelings of superiority and control.
Capturing the “˜diva’ in today’s woman, the Elite collection ads articulate “how a girl feels with a few of her favorite things: couture, pearls and her beloved pets.”
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The Gigantium Elite collection, targeted at the “˜diva’ in today’s woman, was designed to articulate “how a girl feels with a few of her favorite things: couture, pearls and her beloved pets” | |
The ads for Tidal Wave, the “mystical siren of the seas” that controls the tides, were designed to make readers feel as though they are navigating through the seas.
The campaign, described as “profound, racy and innovative”, can be seen in publications such as Robb Report, Esquire, Food & Wine Magazine, and Ocean Drive.
“Our new advertising campaign has definitely taken an artistic approach to watch advertising. Moving away from the traditional large product shot format we’ve decided to develop an image campaign that would stir a sense of emotion in our customers,” explained Burstyn.
“We have given each collection its own personality with vignettes that dramatize either, the functionality and theme of each watch. We want that show stopper effect. We want to make sure that magazine readers will stop dead on our ad to learn more about who we are,” he added.
Commenting on the company’s new brand image, Krieger enthused: “Where the company is now is Total Krieger: quality, innovation, customer service, positive perception and power of positivity all blended together. We have again decided to go into uncharted waters and remain fluid in everything we do therefore constantly moving forward.”
Upcoming limited edition collections
Kreiger Watches will also be launching two new limited edition collections in April.
The Plethora collection is a series of limited edition watch dials created in collaboration with local contemporary artist Jona Cerwinske.
Cerwinske’s list of exhibits includes “One Love World” during Art Basel 2007 and a poolside painting session at The Delano. Another highlight was at the Miami Auto Show where he drew on a Lamborghini Murcielago.
The Plethora collection stems from “the idea that a delectable box of gourmet chocolates holds an assortment of pieces that individually entices the soul to experience the taste of each piece”, said the company.
The collection comprises five pieces: Black Diamond Lotus, Graffiti Lace, Erosion, Gold Leaf and Berries. Each piece is painted or etched by hand to ensure the originality and individuality of each dial.
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The Plethora collection, a series of limited edition watch dials created by local contemporary artist Jona Cerwinske, features five models: (clockwise from top left) Black Diamond Lotus, Erosion, Gold Leaf, Graffiti Lace and Berries | |
Each watch features an oversized King’s crown with anti-reflective sapphire crystal and is water resistant up to 5 atm. The watches are available in 18k yellow gold or stainless steel with or without diamonds. All dials come with an alligator or exotic skin strap.
Prices start at US$10,000 and will be available beginning April for a limited time only.
Besides the Plethora collection, the company will also unveil its new limited edition skeleton watches, Skeleton Streamliner and Skeleton Skeleton.
This new collection builds on the success of Krieger’s traditional skeleton dial, and updates it with a futuristic look.
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The Skeleton Streamliner (left) and the Skeleton Skeleton are futuristic updates on Krieger’s traditional skeleton dial | |
With an explosion of metal, the Skeleton Streamliner delivers a modern and architectural approach to the traditional skeleton dial. Krieger chose to employ their Miami surroundings to add an element of Art Deco style to the face of the watch.
The movement comes in rose gold, stainless steel and black with the movement matching the color of the dial. Only 100 pieces of this watch will be made and prices start at US$6,000.
Offering a unique hand carved movement, the Skeleton Skeleton features an eye-catching dial of rubies, bones and a skull. This hand-crafted timepiece can be customised in a variety of ways.
The case is available in stainless steel, rose gold and black and the movement can be ordered to match or contrast with the color of the case. All watches are available with or without diamonds. Only five watches will be made each month. Prices start at US$12,500.
BaselWorld 2008
In addition to these exciting new developments, Krieger Watch Corporation will also be exhibiting at BaselWorld 2008 (Hall 4 Booth A05 in the Hall of Inspirations).
Taking place from 3 to 10 April in Basel, Switzerland, the annual trade show brings together leading watch and jewellery brands, as well as companies specialising in precious gems.
Ira Krieger and Lance Burstyn will be on hand to unveil some of the company’s foremost product lines:
• KRIËGER Chronograph – a contemporary design with a fashion forward sensibility. This collection establishes Krieger as the first to certify the new ETA AO7 automatic movement for this timepiece
• KRIËGER Power Reserve – the watch takes the look and feel of the popular Krieger Gigantium collection to the next level adding a Reserve de Marche meter
• KRIËGER’s Elite and Gigantium – see the latest colour dial and strap combinations for these popular collections including the new carbon fiber dial
• Tidal Wave Chronoscope – the watch that launched the company. Krieger will celebrate its 20th Anniversary collection at BaselWorld
• Mysterium – This timepiece attracts the attention of the nation’s leading scientific laboratory
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The KRIËGER Power Reserve (left) and the Mysterium are just two models that will be showcased at BaselWorld 2008 | |
The company will also unveil its latest advertising campaign by Lola Garcia at the show.
For more information contact Vanessa Conde, tel: +1 305 534 8433, or e-mail: vanessa@kriegerwatch.com. Visit www.kriegerwatch.com.
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