In the final months of 2017, luxury jeweller and watch specialist Rox worked with longstanding agency partner Yard to create ‘Art of Luxury Watchmaking’ – a comprehensive piece of interactive, long-form content, condensing everything anyone could ever want to know about the luxury timepieces.
Now live on the Rox site, the interactive content covers everything from the history of watchmaking to the craftsmanship involved, alongside examining investment potential and showcasing celebrity fans.
Extensive research was carried out by Yard, who strived to develop content that was both wide-ranging and accurate, with contributions from a number of experts in the field, including renowned watch journalist Alex Doak.
Once the copy and images were in place, Yard worked with content creator Shelley Walsh of ShellShock to put the final piece together, with the goal of appealing to every level of watch lover – from novice to expert.
Kyron Keogh, Rox’s managing director, said of the collaboration with Yard: "We wanted to reflect the level of skill and craftsmanship that goes into creating luxury watches. Working with Yard, we’ve launched an incredible piece of content that reflects the aesthetic beauty and detail of the watches we sell and their complications. We tell the fascinating story of the art of luxury watchmaking in a compelling way that will inform and entertain those that may not even yet know they are interested in timepieces right through to providing new information to even the most ardent aficionados."
Yard's head of SEO and content, Barry Begg, said: “We felt it was important that we created a piece of content that celebrated the skill, dedication and craftsmanship of luxury watchmakers. We talk in the Art of Luxury Watchmaking piece of the countless hours spent by artisans loving and painstakingly creating beautiful timepieces and we believed that the content not only needed to convey this message by being so in-depth and informative but that also needed to be matched by its delivery.
“We’re very proud to have created a campaign that honours and salutes these incredible craftsmen and women and their luxury timepieces.”
Yard provides consultancy on data, content and innovation projects from its offices in Edinburgh, Glasgow and Cardiff.