Creating A New Brand Image
Situation:
The Bernhard H Mayer premium Swiss-made watch brand was suffering from low recognition and acceptance in the marketplace and lacking a strong identity compared to other high-end brands like Rolex and Omega.
Customers had come to see the brand as ‘classic’ and ‘old’ as the brand positioning had focused too much on heritage and legacy.
Its historical positioning as a multi-generational 150 year old family company had created brand authenticity, integrity, and gravitas in the past but the brand had lost its way in a now highly competitive market.
Task:
Develop a new positioning that reflected a new design language one that was relevant and desirable to target market customers, offering premium quality, durability, value for money and supported by a very credible and relatable brand story.
Action:
We produced a category defining, high quality product collection that acted as a ‘Halo’ for the BHM brand.
High-end industry leading materials, mechanicals and movement, COSC certification and a 5 year warranty were just some of the values communicated in a highly engaging new global content campaign supported by partnerships with leading watch publications and industry experts and sporting celebrities.
Results:
‘Watch this space!’