Oriental Watch Company pays tribute to ‘timekeepers’ in new campaign

Oriental Watch Company has invited Hongkongers to explore the aesthetic of time in Hong Kong with the new branding campaign "Take your time with the timekeepers".

This comes as Oriental Watch Company believes that, in a city that glorifies speed, there still exists a group of “timekeepers” who cherish the value of “take your time”. They have mastered the art of long-term devotion, embodying the profound power of time and dedicating themselves to a single endeavour.

Done in collaboration with local creative agency Omelette Digital and video production studio 3JBK Production, the campaign consists of three chapters of online videos that feature the unique timekeepers who can best tell the story.

They include Adonian Chan, a typeface designer who has dedicated over a decade to reimagining local visual culture. Through countless rounds of refinement, he has digitised Hong Kong Beiwei Calligraphy (北魏體) and has gone beyond mere replication. “Preserving Hong Kong’s visual culture requires time to study and understand the nuances, and to reinterpret them to meet contemporary needs,” Chan said.  

Meanwhile, another "timekeeper" local artist Vivian Ho has been illustrating Hong Kong's cityscape for more than a decade. Even in today's age of artificial intelligence, she believes that art requires time and meticulous effort to express one's individuality. She is committed to capturing the ever-changing landscape of Hong Kong with her art, and hopes that her work will spark inspiration and remind people to appreciate the beauty of the city.

Rooted in Hong Kong for over half a century, Oriental Watch Company is a "timekeeper" itself and has devoted every moment to exquisite timepieces. In the third brand video, Mr. Lam and Master Liu, who have been with the brand for over 20 and 40 years, discuss how they have forged countless friendships over the years. They reminisce about the good times they have shared with their customers, and how watches serve as cherished mementos of precious moments such as birthdays, graduations or anniversaries. 

In tandem with the creative ideas, Omelette Digital's media strategy amplifies the stories through TVC, OOH, digital and social media, utilising a variety of local social influencers and independent media such as Hong Kong Reminiscence (香港遺美), Being Hong Kong (就係香港), SUCH/ by Suchfilms, and Citywording (都市字治學). These platforms are known for their flair, passion, and commitment to preserving the local culture. 

Anthony Tsang, head of marketing and digital (Greater China region), Oriental Watch Company, said: “Oriental Watch Company has been a part of countless customers' life journeys since 1961, forming irreplaceable bonds along the way. Our goal with this campaign is to encourage all of us to continue moving at our own pace and master one pursuit with pure intention, just as the minute and second hands of a watch do amidst the currents of time.” 

Jarvis Wong, partner, Omelette Digital, said: "AI is bringing creation to a whole new level where it is faster and easier than ever. In this campaign, however, we want to emphasise the importance of long-term commitment from "timekeepers" in every industry, who place unwavering stare to excellence despite the world's obsession with efficiency.”

Andrea Choi, creative director, Omelette Digital, said: “In an age captivated by speed, our timekeepers stand as true rebels. We take great pleasure in sharing their stories through the lens of time. We sincerely hope that this 'Take your yime' spirit inspires more Hongkongers to pause and breathe now and then.”

Don’t miss: Oriental Watch Company partners calligraphy artists to exemplify the power of time

In recent years, Oriental Watch Company has devoted to celebrating the city's uniqueness. Back in November last year, Oriental Watch Company invited city dwellers to slow down and feel the pulse of the metropolitan via its “Take your time” philosophy.

Centred around the new advertisement series "Take your time – The timekeepers", Oriental Watch Company introduced a "Take your time - The strokes of time” event at Fashion Walk, Causeway Bay.

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