Client
Longines
Services
Photography
Premium Feature Article
Social Coverage
Display Advertising
Dedicated Email Newsletter
Year
2021
Vertical
Watches
In early 2021, Longines was preparing to launch the next evolution of its iconic HydroConquest timepieces with a particular focus on a selection of exciting two-tone models. The iconic watch brand decided Man of Many was the perfect platform to develop a campaign that would showcase these premium dive watches. This integrated campaign was crafted to highlight Longines’ legacy of high-quality, elegant sports watches, aiming to captivate an audience of watch enthusiasts, athletes, and style-conscious individuals. Through a combination of sponsored content, display advertising, social media promotion, and targeted email newsletters, the campaign sought to drive both awareness and engagement for the new collection.
Strategic Insights
Longines’ primary objective was to generate significant buzz around the HydroConquest launch, with a particular focus on the collection’s technical excellence and aesthetic appeal. Additionally, the campaign aimed to reinforce Longines’ reputation as a premier watchmaker that merges precision with elegance. The campaign strategy was informed by Man of Many’s strong presence in the men’s lifestyle sector, where the audience closely matches Longines’ target demographic. Previous campaign insights indicated that detailed narratives around product features, combined with visually striking imagery, would resonate deeply with this audience, driving both engagement and conversion.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
The creative concept for the campaign was designed to encapsulate the duality of the HydroConquest collection—its blend of sophistication and functionality. High-resolution photography showcased the watches in settings that exemplified adventure and elegance, appealing to an aspirational lifestyle. The content was crafted to not only highlight the technical specifications and luxurious design of the watches but also to weave these features into broader stories of exploration and achievement. This narrative approach aligned the HydroConquest collection with the values and ambitions of active, style-conscious men.
Implementation
The Longines HydroConquest campaign was executed through a carefully coordinated, multi-channel strategy that included in-depth sponsored articles on Man of Many, enriched with interviews and insights into the brand’s heritage; strategically placed display ads featuring the new two-tone models in dynamic settings; lifestyle-oriented social media posts on Instagram and Facebook tagged with @longines to boost brand visibility; and dedicated email newsletters sent to Man of Many’s subscribers, spotlighting the collection’s key features and directing recipients to explore the range on Longines’ website. Each element was designed to captivate the target audience and drive engagement across multiple touchpoints.
Credits
Photographer: Harry Hayes
Talent: Josh Niland
Production: Denise Barnes
Location: Saint Peter, Paddington
Article Content Creation: Ben Mckimm
