Hard luxury isn’t an easy sector to advertise. Gone are the days of the cheeky and plainspoken Porsche ad, the utility-focused Rolex campaign. These days, it’s all high poetry and hyperbole. We sought to change that at WatchBox.

The international brand is the world’s largest retailer of pre-owned luxury timepieces (although we don’t like to use the word “pre-owned.”) As a consultant, I helped WatchBox define its brand voice and messaging strategy. We focused on the deeply personal, white-glove service WatchBox provides clients, and the intense passion for horology that connects us with collectors around the world.

Once I joined the team full time, I helped execute messaging across Print, Video, Web, App, OOH, Email and Social and worked to develop our e-commerce messaging and campaign strategy.