There’s a class of ads for luxury brands found in upscale magazines like Vogue and Vanity Fair that utilize images and little, if any, copy. The advertisers take it for granted that the reader is familiar with the brands, therefore no explanation is necessary.
The company is known for its iconic Museum Watch which is defined by a single gold dot symbolizing the sun at high noon, the hands suggesting the movement of the earth. The original Museum Watch was the first wrist watch to be displayed at the Museum of Modern Art and was designed by the American designer Nathan George Horwitt in 1947. Edward Steichen, the rewnowned photographer and director of the photography department at New York’s Museum of Modern Art, proclaimed Horwitt’s design “the only truly original and beautiful one for such an object”.
True to the artistic origins of the timepiece, the ad agency has crafted an image worthy of being framed and hung on the wall. We like it.
By Marc Librescu