Richard Mille's uncontested feminine icon, the RM 07-01 line, continues to create a stir in Dubai with an OOH campaign, as each new edition proves, tradition is at its center. The RM 07-01 Pastel Blue, RM 07-01 Pastel Pink, and RM 07-01 Pastel Lavender are summery shots contained in ceramic frames and animated by the CRMA2 automatic in-house motion. The central dial plates are made up of ceramic inserts, geometrically patterned rubber, and hand-crafted guillochage, which is a first for Richard Mille. The visuals reflect the colors of the collection; pastel blues, pinks and yellows. The watches are stationed on those colorful pillars, with the brand’s name and Caliber Rm 07-01 in black beside them. As a call to action, the location of Richard Mille’s store in The Dubai Mall, and The Galleria in Abu Dhabi is stated. The same thing goes for their website. Another visual has a different-colored set of watches to show their variety for every unique individual, modeled on baby pink and dark pink steps. In the first week of September, this limited campaign soared across Dubai on uni-pole billboards.
