Genderless Retail

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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 However, buying patterns show that this sizing model is out of date, often leading to uncomfortable purchasing experiences.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 amplified their initiative by working with America’s Next Top Model judge and fashion photographer Nigel Barker who fronted all broadcast interviews in the US. In the UK, we worked with rapper and fashion designer Tinie Tempah who delivered all interviews in the UK to help create a global broadcast PR campaign.

Tinie Tempah Watchfinder

The Impact

First retailer to fully remove all gender labels from their entire operation
150+ items of coverage across ABC, CBS and NBC channels
1.9 billion global audience reach

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