ON YOUR WATCH: Luxury watch brand Vacheron Constantin is building buzz for the opening of its first stand-alone Paris store in January with a dedicated Web site showcasing five Parisians who wear its timepieces.

Developed with the Paris-based agency Omedia, the campaign showcases fans ranging from Hélène Avril, a hotel publicist who wears her grandmother’s diamond-encrusted Patrimony watch, to Dominique Faye, a gastronomy entrepreneur whose Malte Dual Time was a gift from his wife.

This story first appeared in the November 21, 2012 issue of WWD. Subscribe Today.

The microsite, named 2ruedelapaix.fr after the address of the boutique, features black-and-white images and videos of each subject by photographer Thierry des Ouches, alongside links to their favorite spots, details of the new store and Vacheron Constantin’s current product lineup. It is scheduled to launch at the end of this month and remain active until early summer 2013.

Jean-Yves di Martino, director of Vacheron Constantin France, said the campaign marked a departure from the brand’s institutional communication, which has traditionally been focused on its history of more than 250 years in watchmaking.

“I think it’s an interesting approach, because it creates a closeness with the brand, which can appear slightly remote due to its history and its average price points, which are relatively high,” he noted.

Vacheron Constantin opened its first U.S. boutique on Madison Avenue in New York in September and is gearing up to unveil another in London in mid-2013.