Oriental Watch Company invites Hong Kong to explore time via new Omelette Digital campaign

Oriental Watch Company invites Hong Kong people to explore the aesthetic of time in Hong Kong with the new branding campaign “Take Your Time with The Timekeepers.”

 

In a city that glorifies speed, there still exists a group of “Timekeepers” who cherish the value of “Take Your Time” and have mastered the art of long-term devotion, embodying the profound power of time and dedicating oneself to a single endeavour.

The campaign, developed by Omelette Digital and produced by 3JBK Production, is comprised of three chapters of online videos that feature the unique Timekeepers who can best tell the story. They include Adonian Chan, a typeface designer who has dedicated over a decade to reimagining local visual culture. Through countless rounds of refinement, he has digitized Hong Kong Beiwei Calligraphy and has gone beyond mere replication. “Preserving Hong Kong’s visual culture requires time to study and understand the nuances, and to reinterpret them to meet contemporary needs,” said Adonian Chan. Chan’s work has been praised by local and international experts alike, with his work being featured in design publications and exhibitions.

Timekeeper Vivian Ho has been illustrating Hong Kong’s cityscape for more than a decade. Even in today’s age of artificial intelligence, she believes that art requires time and meticulous efforts to express one’s individuality. She is committed to capturing the ever-changing landscape of Hong Kong with her art, and hopes that her work will spark inspiration and remind people to appreciate the beauty of the city.

Rooted in Hong Kong for over half a century, Oriental Watch Company is a Timekeeper itself, and has devoted every moment to exquisite timepieces. In the brand video, Mr. Lam and Master Liu, who have been with the brand for over 20 and 40 years, discuss how they have forged countless friendships over the years. They reminisce about the good times they have shared with their customers, and how watches serve as cherished mementos of precious moments such as birthdays, graduations or anniversaries.

In tandem with the creative ideas, Omelette Digital’s media strategy amplifies the stories through TVC, OOH, digital and social media, utilizing a variety of local social influencers and independent media, including Hong Kong Reminiscence (香港遺美), Being Hong Kong (就係香港), SUCH/ by Suchfilms, Citywording (都市字治學) and many more. These platforms are renowned for their flair, passion, and commitment to preserving the local culture.

In recent years, Oriental Watch Company has devoted to celebrating the city’s uniqueness. “Oriental Watch Company has been a part of countless customers’ life journeys since 1961, forming irreplaceable bonds along the way. Our goal with this campaign is to encourage all of us to continue moving at our own pace and master one pursuit with a pure intention, just as the minute and second hands of a watch do amidst the currents of time,” said Anthony Tsang, Head of Marketing & Digital (Greater China Region), Oriental Watch Company.

“In an age captivated by speed, our Timekeepers stand as true rebels. We take great pleasure in sharing their stories through the lens of time. We sincerely hope that this ‘Take Your Time’ spirit inspires more Hong Kongers to pause and breathe every now and then.” said Andrea Choi, Creative Director of Omelette Digital.

“AI is bringing creation to a whole new level where it is faster and easier than ever. In this campaign, however, we want to emphasize the importance of long-term commitment from “Timekeepers” in every industry, who place unwavering stare to excellence despite the world’s obsession with efficiency,” said Jarvis Wong, Partner of Omelette Digital.