Chaumet Takes an Elegant Route Through Dubai’s OOH Landscape
While the city has been designed for maximum visual impact, Chaumet has taken the opposite approach in Dubai. Following their previous OOH campaign, the French jeweler has launched a set of OOH ads in prime Dubai roadways to highlight the value beads through isolated images of its high-end pieces on large-format LED displays. Just product, size, and time.
It all has a sense of deliberate design to it. Rather than competing with the maximalist advertising culture of the city, Chaumet’s advertisements move at a slower pace with jewelry showcased against clean backgrounds with a subtle rotation to let the craftsmanship and design speak for itself.
This is not a collection launch, nor does it aim to be. Chaumet’s representation in Dubai proceeds under the assumption that consumers are familiar, not to introduce themselves as ‘Chaumet’ but to familiarize themselves further. In other words, it is not for persuasion, but for confirmation.
What’s striking, however, is the consistency with which this format slots in with the larger story of the brand’s positioning. Chaumet, which has been breaking free from the associations that have traditionally linked it with weddings, beginning with its recent appearance at the Paris 2024 Olympics, seems to be on a larger shift in which the symbolisms sidestep, in favor of confidence in object storytelling.
Located in the busy commercial areas, the displays leverage the power of repetition over spectacle. The jewelry recurs. And in the Dubai OOH landscape, this subtlety stands out as the key differentiator. Chaumet’s message is simple — if you’re looking, you already know why.
Chaumet Paris’ campaign launched in the first week of December, over Dubai’s digital screens.
Come on, tell us what you feel about this article.
