Photo Credit: Watches of Switzerland GroupIn continuation of its pioneering approach to retail, Watches of Switzerland has announced a partnership with contemporary visual artist Olivia Steele for its 2020 holiday campaign. Among other endeavors, Steele will create four distinctive commissioned pieces that will be displayed at the four Watches of Switzerland boutiques throughout the country. Frequently utilizing thought-provoking, witty messages that leave space for interpretation, each customized artwork will aptly read “Here For A Good Time.”
In continuation of its pioneering approach to retail, Watches of Switzerland has announced a partnership with contemporary visual artist Olivia Steele for its 2020 holiday campaign.
Photo Credit: Watches of Switzerland GroupDavid Hurley, EVP of The Watches of Switzerland Group in the US, stated “At Watches of Switzerland we strive to be disruptive game changers and that is exactly what Olivia Steele embodies,” and continued, “Olivia’s refreshing irreverence for the status quo perfectly aligns with the Watches of Switzerland ethos and we are thrilled to have her bring her distinct and recognizable artistry to our holiday campaign.”
Photo Credit: Watches of Switzerland GroupChampioning the arts has turned out to be a cornerstone of Watches of Switzerland’s rule-breaking method to luxurious retail, and the announcement of Watches of Switzerland’s holiday partnership with Steele is the most recent in an ongoing dedication made by the company to unite the worlds of horology and modern art including partnerships with the likes of Marco Brambilla and Aperture.
Photo Credit: Watches of Switzerland Group“As I became familiar with Watches of Switzerland, the synergies in our philosophy became evident,” said Olivia Steele. She continued, “I find art to be a very practical tool to navigate this thing called life and the same can be said for a watch. Intricate, complex, and beautiful by design but with a simple purpose based on practicality. I am thrilled to be partnering with Watches of Switzerland and creating art that represents our shared trailblazing spirit.”
Photo Credit: Watches of Switzerland GroupAs a part of the creative partnership with Steele, Watches of Switzerland’s website will feature a holiday gift guide pairing the artist’s notable phrases along with her favorite timepieces. Along with creating and installing the commissioned neon pieces, Steele’s art will become the holiday campaign for Watches of Switzerland and be utilized for 360 advertising and marketing functions throughout social, web, and client-facing collateral. Along with the “Here For A Good Time” artworks, Steele debuted her new video series exclusively with Watches of Switzerland.
Photo Credit: Watches of Switzerland GroupOn display until mid-February, the installments can be seen at Watches of Switzerland’s boutiques in SoHo, Hudson Yards, Encore Boston, and Wynn Las Vegas. Watches of Switzerland will be auctioning off one of the artworks with proceeds going to a charity chosen in partnership with Steele. Steele emphasized, “My art is not about what I see… It’s about what I invite you to see.”
For more, visit www.watchesofswitzerland.com.
