Tribute in time

Watches of Switzerland has unveiled a national brand campaign, titled A Devotion to the Extraordinary.

04 November 2021


Celebrating the extraordinary people who walk through their doors, the Watches of Switzerland campaign titled A Devotion to the Extraordinary was conceived by creative agency Moonsail and brought to life in film and stills by acclaimed director and photographer Matsu, with the original score developed by music virtuoso Brian Kruger.

“It can be nothing but extraordinary. Our clients deserve it, as do the makers of the extraordinary watches we sell,” observes Sam van der Griend, the Managing Director of Watches of Switzerland.

“The new campaign is all about the people who make our family business such an amazing organisation. We wanted to create something that is genuine and authentic; that recognises our clients for the extraordinary people they are, and the devotion our staff show them by providing the highly regarded level of customer service and recognition they deserve.”

Van der Griend added, “Devotion to the Extraordinary is now a mantra we use across all of our business, to ensure everything we do delivers on the promise that Watches of Switzerland is Australia’s leading destination to purchase a luxury timepiece from.”


The ad campaign celebrates these extraordinary people. It salutes all who have pushed beyond the rest to create their own success in every aspect of life. These are the people we devote ourselves to.

Watches of Switzerland Australia Founder and Chairman, Eric van der Griend summarised, “This is the first time that Watches of Switzerland has embarked on an advertising campaign celebrating our clients and our core value of offering outstanding service”.

“2022 is our 25th year and we look forward to implementing this campaign across our digital platforms and external sites to kick off the celebrations. The creativity of Moonsail has been inspirational – A Devotion to the Extraordinary encapsulates the WOS mission statement.”

Watches of Switzerland is Australia’s leading and largest official boutique retailer of exclusive luxury timepieces.

Founded in 1997, the Australian family-owned business has branched out nationally across Melbourne, Sydney, Perth and Canberra. The company strives to bring the very best of luxury watchmaking to customers, ensuring every product brings joy to customers for years to come through highly experienced and specialised service.



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