Watchfinder
Genderless Retail
The Challenge
The sizing model that most watch manufacturers use tends to fall into two categories - bigger watch diameters made for men and smaller watch diameters made for women. However, buying patterns show that this sizing model is out of date, often leading to uncomfortable purchasing experiences. We were tasked with coming up with a solution that would help make purchasing a watch more inclusive.
The Solution
We helped Watchfinder & Co. become the first retailer to fully remove all gender labels from their entire operation, by changing perceptions around jewellery gender categories.
We worked with America’s Next Top Model judge and fashion photographer Nigel Barker fronting all broadcast interviews in the US, and rapper and fashion designer Tinie Tempah fronting all interviews in the UK through a global broadcast PR campaign.
