Girard-Perregaux, part of the Kering group, dazzles Dubai with its watches once again on an OOH campaign, after they did in June 2020 showing off their Laureato Absolute Chronograph model. The Haute, Swiss brand has been stunning the public in watch manufacturing, since its founding in 1791. Known for its technical mastery and enigmatic design, the brand is both functional and attractive. The billboard is half a black background and half a bird’s eye view shot of Switzerland, with the watch itself splitting them up. The Laureato Skeleton Ceramic watch is a sleek, obsidian black with a silver intricate hand and a mechanical design. The city view is a very clever design, as it showcases the internal architecture of the city, which looks like the interior of a watch, so it sticks to the viewer’s memory. The quote on the billboard is a play on the word, saying “Shaping the Now” or “Shaping the Know”, whether you choose to neglect or take note of the “K”. It also features their retailer Ahmed Seddiqi and Sons and their locations. The campaign has surged in the first week of July 2021 with limited locations in Dubai.
