Gear Patrol Studios Brings a Breath of Fresh, Bicoastal Air to Watch Brand Baume & Mercier
While the Swiss watchmaker Baume & Mercier has a storied lineage in Europe, they came to Gear Patrol Studios with the objective to further penetrate the US market. We saw the limited edition Clifton Club Indian Legend watch, their latest collaboration with Indian Motorcycle, as a way to speak to their American audiences on both coasts.
First, Gear Patrol Studios brought the collaboration to life along California’s epic PCH in a digital feature entitled “How We’d Spend a Day Cruising on the Pacific Coast Highway.” Seeing it on the wrist of a rider, perched on an iconic Indian Scout and cruising along this particular stretch of classic American asphalt, instantly brought the watch’s story to life.
Back on the East Coast, we opened the garage doors and invited guests to a launch party at JANE Motorcycle Cafe in Brooklyn, New York – the same evening the digital feature was published. This offered our readers, watch enthusiasts and the New York City motorcycling community the opportunity to rally around the collaboration and experience the watch first-hand.
And to our partners from the Baume & Mercier Marketing Department, this dual strategy worked: “The Baume & Mercier and Gear Patrol partnership has been a great fit to support our latest collection launch. Gear Patrol’s 360-degree approach is unique and crucial to our success. Their overall creative and professional style has also been outstanding and a breath of fresh air for our team!”
This bicoastal campaign gave Baume & Mercier a fresh take on their pursuit of bringing the collaboration to America. Taking the watch on just the right windy road and then following-up with an on-site activation at one of Brooklyn’s most beloved motorcycle haunts gave the campaign an authentic, relevant energy. It’s evident that this two-pronged approach of content + event can help elevate a product to new level, satisfying both the audience and the client.