Geneva, 22 April 2013, three days before the official opening of Baselworld. Like musicians tuning up their most beautiful instruments, RAYMOND WEIL staff is working at a brisk tempo, making the final preparations for what is going to be the musical masterpiece of the year. It is on the occasion of this inescapable watchmaking event, that the family Brand will unveil its new film in which the fusion of music and watchmaking has never been so complete. The Swiss watchmaker will also present its new stand…its “music box”. More than an inspiration, the music becomes a marketing instrument.
A new Brand film
From the moment Baselworld opens, visitors will have the chance to discover the new RAYMOND WEIL film. The Brand will take advantage of having all its partners in its music box, in order to present to them its film,
Precision is my Inspiration.
Techniques, aesthetics and loads of emotions: watchmaking and music have so much in common. A homage to that which has always inspired the Swiss Watchmaker, the new film, Precision is my Inspiration, evokes the creation of two masterpieces, the one watchmaking and the other musical – in two universes intimately bound together. Throughout this film, RAYMOND WEIL confirms its deep attachment to music and illustrates its expertise and know-how: the care that goes into the conceptions, the design and the construction of each watch, is melodiously translated into images. In this way, the Brand portrays the emotional journey intertwined in the process of the creation of a watch or a musical masterpiece.
Precision is my Inspiration, both RAYMOND WEIL’s slogan and the name of its new film, expresses the Brand’s universe. Inspiration is what is found at the basis of each work of art; precision is the indispensable condition required for achieving excellence.
More than a film around a new product, Precision is my Inspiration is designed to inspire the audience, to educate it and convey a message to it. For a long time, RAYMOND WEIL has been demonstrating its skill in playing with different social media, and communicating with its consumers, and now wishes to offer them more than a glimpse of its new timekeepers. The film is at the heart of a multi-channel campaign, through which the Brand wishes to unveil its new approach.
The Music that was yesterday’s source of inspiration, today becomes the vehicle of the values, the know-how and enthusiasm of the watchmaker music lover - to the extent that it becomes an integral part of the Company’s marketing. From here on, Elie Bernheim talks of “music” marketing, a concept that allows him to speak both to his partners and his clients at the same time.
Thus, with a new stand resembling a cello, a publicity campaign that highlights its time-pieces playing from music scores and a new film inspired by music, the RAYMOND WEIL Brand has never been more coherent. It is positioning itself as a true Maestro of watchmaking.