Launch

DeWitt

unveils a new communication campaign

In 2010, Dewitt has some surprises in store for you. DeWitt is unveiling a striking blend of horological tradition, art and audacity. At the start of the new decade, DeWitt is resolved to reinforce its positioning at the forefront of Haute Horlogerie and is therefore proud to present several major innovations. 2010 will not only be the year in which DeWitt launches its first entirely in-house crafted Tourbillon movement, but will also mark the introduction of the new “Twenty-8- Eight” collection as well as the innovative “Academia Black Stream” product line. Logically, all these developments called for a new and powerful communication campaign, designed to express the company philosophy and passion. The way DeWitt designs and produces watches is in a world of its own. Every DeWitt watch is built by a dedicated master horologist and incorporates a clever twist on the classical watchmaker’s art. What sets them apart is that they are an audacious brand. And audacity simply means being effortlessly bold, brave and innovative, yet never arrogant or aloof. The subtlety lies in the fact that they are not trying to be audacious; it is simply in their DNA, in the way they breathe and work every day.

As a brand rooted in the highest tradition of Haute Horlogerie, nothing is more important to them than the craft and the skill of their master watchmakers. Nonetheless, curiosity and unconventional thinking are the foundations of their creativity and the reason why their masterpieces always surprise with a unique DeWitt twist. This campaign was therefore tailored to reflect the brand, to illustrate the particular “DeWitt personality”, the “DeWitt difference”. Their ingredients were art, history, creativity and uniqueness. And the result is a delightful recipe they have called “Classical Audacity”. The paintings featured in the campaign are iconic masterpieces by Hans Holbein (1497-1543) and Anthony van Dyck (1599-1641). With their blessing, a slight contemporary flair was added to their original works of art.