By  on May 2, 2018

PARIS — Sharks are the stars of a new advertising campaign from Ulysse Nardin as the high-end watchmaker stakes out territory in a crowded sea of brands jostling for position among discerning luxury consumers.

The first public image drive from recently named chief executive officer Patrick Pruniaux — he was appointed last August — the campaign will run in print and online and is meant to be contemporary and atypical. In one of the images, designed by the French agency Extreme, a giant shark hovers over New York’s Fifth Avenue, facing the viewer with a toothy grin, its back splashed with sunlight refracted by water. Anchoring the scene is a navy blue timepiece from the Freak collection that sells for around $90,000; above is the hashtag #freakmeout.

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