As part of its first advertising campaign in over 30 years Watches of Switzerland has joined forces with Ubiquitous to brand five London taxis in the black and white creative devised by Grey London.
Running for a total of eight weeks in the capital, the cabs will promote the brand’s new flagship store at 155 Regent Street.
“The iconic synergy between the London taxi, the Hitchcock-led creative and the famous brands available at Watches of Switzerland made this campaign an obvious choice for us,” said Nikki Cartwright, head of retail marketing at Watches of Switzerland.
“It was important for us to create something that would really break the mould and stand out within the luxury watch category.”
Ubiquitous managing director Andrew Barnett commented that the AB audience’s frequent use of taxis enabled Watches of Switzerland to reach its “upmarket target audience” with “higher-quality engagement”.
In addition to the branding, drivers will be handing out receipts carrying Watches of Switzerland messaging to keep the brand front of mind with high-end consumers after their journey has finished.