Vacheron Constantin is Switzerland’s oldest fine watchmaker still in permanent production, globally renowned for exclusivity, excellence and luxury.

They wanted to launch their new “Fiftysix” collection (their most affordable, starting at £10,000) to a younger (30+) urban, entrepreneurial audience, and modernise its communication strategy with while staying true to its core values.

A new brand communication platform was needed to align the brand’s ethos with the world of younger, aspirational connoisseurs. Music and artists were chosen as the communication pillar for the “Fiftysix” collection.

The “One of Not Many” campaign aimed to explore the duality between the expertise and creativity present in the craftsmanship of watchmaking and music.

“One of Not Many” became the brand communication platform and chosen artists, Benjamin Clementine and James Bay, embodied the concept and values of modernity, relaxed elegance and the classic but daring philosophy synonymous with the “Fiftysix” personality.

These unique talents, striving for excellence also epitomised the modern, cosmopolitan elegance of the “Fiftysix” collection. Bay’s creative process - a fine balance between time, focus and emotion. Clementine, an artisan spirit personifying “One of Not Many”.

Timing is everything in recorded music, and together with a shared passion for precision, excellence and innovation, Abbey Road Studios provided the perfect collaborative fit for a partnership celebrating the artistry, inspiration in the arts of music and watch-making, overseen by the brand’s timepieces featured at Abbey Road.

Vacheron Constantin wanted to manifest the singular spirit of the “Fiftysix” collection by working with unique, atypical creative talents who are driven by a never-ending quest for excellence, with a sense of innovation and artistry.

The artists needed to embody the “One of Not Many” concept and the values of modernity, relaxed elegance and the classic but daring philosophy synonymous with the “Fiftysix” personality.

Also, be experts in their field, who were distinctive, visionary, and passionate, with strong reach in the 30+ music-loving audience.

Leading to collaboration with the curated choice of unique musical talent; Benjamin Clementine & James Bay.

The partnership was announced on 31st August 2018, and the following day the “One of Not Many” campaign and Benjamin Clementine content was unveiled on social media.

September 4th saw a 10-page takeover in the New York Times, and the James Bay social content was released on the 8th.

The Event: on 11th September, an exclusive, invite-only audience of 150 press and influencers watched Benjamin Clementine perform his original song “Eternity” based on a poem by Oscar Wilde) live at Abbey Road Studios to launch the “Fiftysix” collection. (this was also streamed live).

The track & video for “Eternity” were launched simultaneously on 5th November.

Both artists also participated in interviews and photo shoots with high profile publications such as GQ, Esquire and Mr Porter to promote the campaign and added further amplification with social posts.

The release of “Eternity” music video achieved over 1million views with an impressive 48% ad view through rate in a week. Twice more than Benjamin's previous brand collaboration. In parallel, the track amassed more than 1.3 million streams.

The “One of Not Many” campaign which included the Fiftysix watch launch resulted in 242 premium press clippings in lifestyle and watch magazines, 2 600 web articles and 5 520 social posts and mentions totalling a staggering 39.4M reach and 848k earned engagement in only 3 months - strongly over performing on all brand metrics (+1,900% social reach) vs their previous watch launch in 2016.

This bold collaboration was praised by the watch and lifestyle press, recognising and understanding Vacheron Constantin partnership with both artists and Abbey Road Studios.