Favre-Leuba's slogan of conquering frontiers does not just apply to the physical kind, as mountaineers and explorers seek to push the limits and break new records. It has also been used as the inspiration for a new campaign that highlights the brand's offering for ladies.
The Raider Sea Bird is a smaller version of the men's model with a feminine look but all of the solidity and functionality associated with its larger sibling. It deliberately avoids the stereotypical feminne accoutrements of precious metals and precious stones, "just like the women who break away from the age-old professional gender norms," explains Reema Vazirani, Marketing Manager at Favre-Leuba.
The new campaign puts the Raider Sea Bird on the wrists of women working in fields predominantly associated with men, including a drummer, a pilot, a sailor, a sculptor, a film producer and a robotics engineer. Steffi, a professional drummer featured in the campaign, says, "When people hear the sound of drums, they immediately expect to see a man playing, not a woman. this is beacuse drumming requires a certain level of strength. I have always been determined and worked hard to achieve theis strength while keeping my own identity, and this has helped me to succeed as a drummer."
"These women are an inspiration as they have conquered physical, mental and emotional frontiers," explains Reema Vazirani, "and have carved a place for themselves in otherwise male-dominated professions. The idea of the campaign is to provide a stage for these women to shine and also to inspire others by sharing their achievements."
The Raider Sea Bird models are available in 34mm and 37mm case sizes in stainless steel and with a choice of automatic mechanical or quartz movements. They come with dials in shimmering copper, starlight white, chocolate brown and midnight blue with matching calfskin straps or a stainless-steel bracelet.
