China’s only original watchmaker, CIGA Design, joined hands with American magazine GQ for its latest campaign promoting its Series U Blue Planet collection.
Taking Youth Day (May 4) as a jumping off point, the campaign focuses on the passage of time, weighing up the philosophical difference between your time and other people’s perception of it.
Tapping into the pressure many people feel to reach achievements by certain ages, the campaign reminds the viewer that others cannot see all the time pored into each of your endeavours.
A video posted to CIGA’s Weibo account shows a carefully choreographed contemporary dance performance staged on a rotating platform reminiscent to a watch face. TV personality Wang Yuheng provides the contemplative voiceover, at the end telling viewers to follow their own rhythm and not that of others. The video received over 1 million views on Weibo and the campaign hashtag garnered over 100 million views.
The Series U Blue Planet, created to honour Earth Day, is a luxury range that comes in steel, titanium, and gilded options and costs from £794 up to £1749. Its mini Earth watch face is crafted with micro-carving technique to mimic the variegated textures of the Earth’s surface.
CIGA Design’s most high-end collection to date, the Series U earned the brand a GPHG award (considered the “Oscars of watchmaking”) in 2021.