Oriental Watch Company partners calligraphy artists to exemplify the power of time

Oriental Watch Company, a watch retailer presenting timepieces from all over the world to Hong Kong since 1961, has 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 is introducing a "Take your time - The strokes of time” event at Fashion Walk, Causeway Bay from now until 10 November 2024. 

This visual experience, created by Omelette Digital, includes art installations featuring the calligraphic works of three local calligraphy artists including Yim Chiu Tong, also known as “The plumber king” , “neon light master” Wu Chi Kai and “The last minibus sign writer in Hong Kong” Mak Kam Sang. They are displayed at the mall’s atrium and on Paterson Street.

Under the theme “The strokes of time”, each craftsman has created a unique art piece that symbolises different hallmarks of Hong Kong's local visual culture. The centrepiece - a giant “Words Of reminder” installation is also put in place, allowing pedestrians to take a breather in the vast sea of Chinese characters that are crafted with font types commonly seen in Hong Kong.

Exemplifying the power of time, the distinctive calligraphic works of the three local calligraphy artists are a testament to decades of dedication in honing their skills. These works have been transformed into modern art installations to add an artistic touch to the urban landscape. 

Manifesting a theme of relaxation through the unique calligraphic works of the artists, “The strokes of time” art installation in the Fashion Walk atrium guides visitors on a journey to tranquillity amidst the hustle and bustle in the shopping hub.

Three art installations on Paterson Street offer perfect spots for cool and stylish photos, namely “The joy of slow” featuring designs in hand-painted “plumber king advertisements” style of Yim, “Shining through time” embodying neon light craftsmanship by Wu, and “getting off At Daimaru please” which reinterprets the old minibus sign by Mak.

The move aims to invite the public to immerse themselves in local art and culture in an urban landscape. Visitors are cordially invited to appreciate the art installations, take a photo or video and upload it to Instagram to redeem a set of exclusive folders. 

From now until 10 November, visitors can redeem a set of four exclusive folders at Fashion Walk atrium by uploading a photo or video of “The strokes of time” art installation at the mall’s atrium as an Instagram story or post, following Oriental Watch's Instagram and including the hashtag #OWCTakeYourTime. Members of Oriental Watch Company who take part in the above activity will receive an additional “Take your time” tote bag.

Oriental Watch Company has also launched two limited-edition watches collaboratively created with German watch brand NOMOS Glashuette, namely Club Campus 38 “Neon Day” and Club Campus 38 “Neon Night”, both featuring a new colour of Super-LumiNova material reminiscent of neon lights of Hong Kong. Each individually numbered model is limited to 33 pieces, only available at Oriental Watch Company stores and online stores.

Featuring vibrant luminous colours reminiscent of the neon lights and the symbolic Bauhinia flower of Hong Kong, these watches embody the beauty of the city in both day and night, inspiring consumers to carry along colourful memories while embracing the future.

Anthony Tsang, head of marketing and digital (Greater China Region), Oriental Watch Company, said: “This experiential activation is another illustration of our dedication to encourage Hongkongers to “take your time”. As we put aside our pursuit of speed, moments of simple joy are all within reach."

Matt Kwok, creative director, Omelette Digital, said: “This visual experience is a collective creation put together by multiple local calligraphers and craftsmen. We hope Hongkongers and tourists who are passing by Causeway Bay can take a breather to appreciate the aesthetics of our local calligraphic gem."

Andrea Choi, creative director, Omelette Digital, said: "This project is yet another love letter to the city we call home. In a world that is obsessed with speed and change, we wish to slow city dwellers down with an experience that blends nostalgia and newfound vitality."

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