Watches
Eberhard & Co.
International launch strategy across 12 US markets
The Challenge
Eberhard & Co., a storied Swiss watchmaker founded in 1887, needed to reintroduce its brand to the American market after years of limited visibility. The challenge in 2016 was positioning a heritage brand against better-funded competitors while maintaining the authenticity that made it remarkable.
Our Approach
We developed a multi-city rollout strategy that prioritized key watch markets — New York, Miami, Los Angeles, and Dallas — before expanding to secondary cities. Each market entry was treated as a bespoke campaign, tailored to local media landscapes and collector communities. We secured editorial placements in WatchTime, Hodinkee, and Revolution, while orchestrating intimate collector dinners that created genuine emotional connections with the brand.
The Story We Told
Rather than a single splashy launch, we told Eberhard's story city by city, letting each market discovery feel organic and exclusive. At Couture Las Vegas, we positioned Eberhard alongside emerging independents, signaling that heritage doesn't mean stale. The narrative centered on the founder's original vision: precision without pretension.
Results
- Coverage in many major watch publications
- Successful launch events in 12 US markets
- Brand awareness increase of 340% in target demographics
- High-end retailers in major markets, including Saks Fifth Avenue