Watchfinder appoints marketing gurus ahead of European expansion

Pre-owned luxury watch retailer Watchfinder has appointed a marketing agency as part of its plans to access the European market more comprehensively. 

Watchfinder said that Hometown, which won the business after a competitive pitching process, will develop a campaign to provide Watchfinder with a distinctive voice within the luxury market, and help to find a wider audience to buy and part-exchange its watches.

Starting in September, the agency’s initial campaign will be to develop a UK campaign to boost awareness of the brand which will feature TV, press, outdoor, online and in-store advertising.

In 2016, Hometown will work with Watchfinder on advertising in a bid to expand the brand’s presence in Europe.

Lloyd Amsdon, who set up Watchfinder alongside Stuart Hennell in 2002, said: “We’ve built a successful business with very low levels of advertising spend. Hometown demonstrated they have the capabilities to help us build on this success and achieve our ambitions in the UK and beyond.

“Their creative approach turned watch advertising on its head and created a wit and tone that fits our business and audience perfectly.”

David Gamble, co-founder of Hometown, said: “Watchfinder is a unique company with huge business and creative ambitions. The campaign we’re developing for them will stand out in the luxury watch sector.

“It goes against many category conventions with an aim to change people’s attitudes to how and when they should buy a luxury watch. We look forward to helping Watchfinder shake up the market, grow on their success and take the next step to becoming a household name.”

Since launching as a digital retailer in 2002, Watchfinder, which was recently profiled by Jewellery Focus, has since expanded into physical stores and now operates three boutiques across the UK.