U-Boat

Launching a luxury watch brand

Business Challenge

Establish the high end watch brand U-Boat within the UK, focusing in particular on consumer and national fashion media. The campaign had to embrace a wider demographic outside of the super-rich that U-Boat has historically targeted, but without losing its core brand credentials.

Pleasure Insight

The British media needed to understand what it meant to be a U-Boat customer and experience the lifestyle of that demographic firsthand.

Creative Execution

Journalists were taken to a launch breakfast at acclaimed watch retailer Jura, in Mayfair, in a series of branded supercars, giving them a taste of the lives of many of U-Boat’s classic customers. At Jura, media were able to see the complete U-Boat range, meet the key senior management and learn more about the history of the business.

Campaign Results

The launch was a huge success with all tier one media in attendance and resulting coverage spanning media outside of just the luxury press where U-Boat has previously only found itself – Metro, GQ, Sunday Times and ShortList to name just a few. Since the launch, U-boat has now firmly established itself as one of the leading pleasure brand timepieces in the UK market.