Sekonda Cuts Through the Nonsense of Watch Advertising in Bold Campaign by Lucky Generals

In its first work from Lucky Generals, Sekonda is launching a new brand platform that cuts through the complexity and nonsense of the watch category. 

Sekonda has established itself as a household name since launching in the 1960’s. But as the brand has grown older, Sekonda has the challenge of maintaining current consumers and bringing a younger audience into the brand. The watch market has become increasingly complicated, and whether it’s too much choice or too many functions, consumers have found themselves overwhelmed. That’s why Sekonda is positioning the beautiful simplicity of its products as a strength, and stripping out the nonsense in the category.

The campaign comically debunks the classic tropes of watch advertising such as airbrushed actresses, race car drivers and astronauts wearing their watches in space. Coupled with a bold new design approach, the new work intends to attract a younger audience to the brand.

The creative includes two 30 second TV spots featuring voice over by famed comedian Reginald D Hunter. Reginald’s distinctive velvety voice syncs with a slow ticking as the camera centres on the watch, while he lists out some of the nonsensical ways other companies advertise their timepieces. The end line matches the tone of the campaign with bright simple copy “Sekonda. No time for nonsense.”

The campaign launches on the 15th November across TV,  print and digital. 

Danny Hunt, creative director at Lucky Generals said: “Nobody has any time, especially for all the pompous jargon in the watch world. So we set ourselves apart by creating work that is bold, to the point, and behaves differently from anyone else in the category.”

Paul Clarke, marketing director at Sekonda, said: "At Sekonda, we know that every second counts and we want to focus attention on our watches. We offer 'simply great watches' at a mass price-point and want to cut out the nonsense that has infiltrated the luxury end of the market. We're speaking with our audience in a much more fun, down to earth way and hopefully this will connect more authentically".