Lux Watch Brand Weil Goes Sporty

NEW YORK Luxury Swiss watch brand Raymond Weil today kicked off a campaign to promote the launch of RWSport, its first venture in performance sports timepieces.

The print effort, via MSL Productions, New York, features ESPN sportscasters Dan Patrick, Trey Wingo and Steve Levy.

Creative, in a departure from most watch advertising, was shot in black and white by photographer Larry Fink, and shows the trio in a relaxed but natural setting in the press booth at Yankee Stadium in New York as they discuss memorable moments in the broadcast studio.

“We went with the sportscasters, as opposed to showing athletes in the ads, because we felt they have the hearts of the fans,” said Chris Chambers, creative director at MSL. “At ESPN, the sportscasters have become experts in sports and celebrities in their own right. We weren’t opposed to having a celebrity endorser, but wanted to differentiate Raymond Weil. They’ve never had a sports watch.”

RWSport will sell for between $800 and $1,250 at outlets such as Macy’s, Tourneau, Bailey Banks Biddle and other specialty retailers.

Ads, premiering in the November issues of Esquire, Sports Illustrated, Men’s Health, Details, Best Life and Fortune, will run for at least 12 months. New images will appear in the spring.

Levy is a host of ESPN’s SportsCenter, Wingo emcees NFL Live and Patrick is a veteran SportsCenter anchor and helms his own show on ESPN Radio.