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Carl Edmond launches Joel Kinnaman-fronted campaign

The brand is centering its flagship campaign around the brand’s namesake character

Swedish watch brand Carl Edmond has launched its first major campaign, featuring actor Joel Kinnaman as the face of the brand’s namesake character, Carl Edmond.

The brand was launched in September last year and says its watches combine “Swiss sophistication and Swedish heritage”. The colour palettes and minimalist aesthetic were designed by Swiss watch designer Eric Giroud and his protégée Adrian Glessing.

To personify their creation, the brand is centering its flagship campaign around the brand’s namesake character, Carl Edmond. “Carl Edmond is an adventurer, an explorer, a vagabond and a diplomat living a life extraordinary to the fullest deluxe,” said Carl Edmond founder Ali Nouri. “I’d love to be more like Carl,” he added.

Hollywood actor and fellow Swede Kinnaman is best known for his roles in Altered Carbon and Suicide Squad. He said: “If I was stranded on a deserted island and could bring one thing only. I would bring Carl Edmond. And if it was the other way around. I would beg Carl to bring me.”

The leather used for the wristbands is Swedish Tärnsjö, a 140-year-old institution that stands among the remaining 5% of tanning houses worldwide that still uphold the legacy of an environmentally friendly vegetable-based tanning tradition.

The watches themselves use Swiss quartz movements and sapphire crystals presented in two classically Scandinavian shapes: the round, classic – Ryolit, and the bold, square – Granit. The dials come in an array of colors: white, black, gunmetal, cameo, navy and limed spruce.

View the Carl Edmond video below: 



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