Press release
The campaign proclaims CENTURY's new identity, embracing every facet of life and allowing natural feminine elegance to shine. It reflects the values of the brand's Swiss Manufacture: independence and elegance, a taste for luxury and perfection, a sense of seduction.
Seen through the prism of precious CENTURY sapphire, each of the four new visuals celebrates the pure forms and geometric lines of this exceptional material, cut and polished entirely by hand – the essence of feminine style. By utilising transparency and luminosity, and emphasising romanticism with the allure of couture in a glittering, sophisticated setting, this creative approach not only lends the image an authentic architecture, but so much more besides. Playing on the hypnotic qualities of this secret jewel, the campaign is an invitation to discover the expertise and values at the heart of the CENTURY brand.
The first two images are conceived as pieces of jewellery. Glowing chandeliers with crystal drops, a bouquet of fresh roses with an exquisitely powdery colour, the elegant symmetry of the mouldings and the immaculate white finish of the walls: the whole look exudes a sense of the most sophisticated and privileged lifestyle. Meanwhile, the subtle styling evokes the world of haute couture. All the references are there in the contrasting matt and shiny materials, the glamorous evening dress, and the craftsmanship and artistry in every detail, right down to the immortal beauty of the rose embellishments on the robe... Two exceptional collections were the natural subjects for such a setting: MASTER IMPERIAL and PRECIOUS ELEGANCE, showcased in glorious detail through the sophisticated use of focus, colour and light to create true modern masterpieces.
Just as elegant, but with a more relaxed atmosphere, the third visual portrays the brand in a more everyday setting: the CENTURY woman in her day-to-day life; less formal but no less feminine or sensual. The outfit is more casual, while remaining sophisticated. The style represents the essence of a lifestyle infused with glamour and refinement, at any time of day or night.
Conceived as a work of abstract art, the fourth image combines the CENTURY values with the beauty of its special editions. Both a watch and a precious sculpture, each piece in these rare collections is revealed as a work of art whose beauty is experienced day after day, while the magic of its sparkle changes in every instant.
