Watches of Switzerland Australia is a premier luxury watch retailer known for its curated selection of prestigious Swiss timepieces. Representing iconic brands such as Rolex, Omega, Patek Philippe, and Cartier, it offers clients access to timeless, high-quality watches.
The brand has traditionally focused on masculine timepieces and a male-oriented market. I was brought in to develop and deliver a social media campaign for International Women’s Day, aimed at highlighting the often underrepresented demographic of women in the luxury watch space.
tHE brief
In conjunction with existing strategic marketing plans, International Women’s Day acts as a chapter change for Watches of Switzerland’s brand to amplify and create timepiece content that talks to Australian women.
campaign STRATEGY
The selection of luxury watches for women has traditionally been limited compared to men’s collections, often marketed as delicate, elegant accessories. Historically, watches were aimed at male buyers, who were more commonly in a financial position to gift them.
But times have changed, especially over the last five years. With more women than ever in leadership, entrepreneurship, and high-income roles, it’s the perfect moment to reframe luxury watches as symbols of aspiration, power, and achievement for women.
This insight shaped my approach to crafting a distinctive campaign that both celebrates and empowers women in leadership and entrepreneurship. Aligned with the brand’s ethos, “Devoted to the Extraordinary,” the campaign honoured International Women’s Day by spotlighting the inspiring journeys of “Extraordinary Women”—showcasing impactful figures across diverse industries and their remarkable achievements.
SOCIAL MEDIA CAMPAIGN MANAGEMENT
International Women’s Day Campaign for Watches of Switzerland: "Extraordinary Women"
I collaborated with Watches of Switzerland to craft a social media campaign for International Women's Day, designed to shift the brand's presence on social media towards a stronger focus on women's timepieces.
This campaign featured notable women such as Kate Reid, Founder of Lune Croissanterie, and Diana Chan, winner of MasterChef Australia, aligning their remarkable accomplishments with the craftsmanship and dedication represented by Watches of Switzerland.
I managed the end-to-end campaign lifecycle, including strategy development, production, creative direction, talent management, paid advertising, and performance reporting, delivering a powerful message that resonated with both existing and new audiences.
The campaign successfully achieved:
📈 + 178% increase in average engagement
💬 + 278% rise in average comments
👀 13x more views
💬 + 278% rise in average comments
👀 13x more views
iNSTAGRAM FEED POSTS
iNSTAGRAM REELS
