Weil Looks Nationwide

Watch Maker Shifting Direction On W1 Line
LOS ANGELES–Luxury watch marketer Raymond Weil has begun a national search for a shop to handle creative duties for its timepiece collection aimed at young, active consumers.
Total billings for the line, called the W1 Collection, are estimated at $8-10 million. The account could also lead to more work for the winning agency, including ad duties for “other products [that Raymond Weil is developing] beyond the watch category,” according to Randy Peskin, chairman of Woodland Hills, Calif.-based Fiddlers Bay Entertainment, who is serving as a consultant.
Peskin said the client is considering shops from across the country. The Geneva, Switzerland-based company, with U.S. headquarters in New York and marketing offices in Woodland Hills, Calif., is leaning toward hiring an agency in Los Angeles or New York, he said.
“We need a shop with good creativity and vision,” he said. “We’re open to some longevity with an agency.”
The company will ask the winning shop to create TV and print ads that are more “product-driven” than its previous efforts, Peskin said. Last year’s executions, created by a Paris shop, depicted sky surfers reveling in daredevil maneuvers.
Raymond Weil spent over $7 million on advertising in 1997, according to Competitive Media Reporting. It handles all its media buying in-house.
Watches in the W1 line retail for $350-600. The company’s other watch collections include Parsifal, Saxo, Tango and others. Raymond Weil uses a variety of shops to handle creative duties on a project basis for those lines. The client also relies heavily upon corporate sponsorships.