Leading watch company Daniel Wellington revealed its brand new Classic Petite collection and global marketing campaign featuring four a-list global icons on March 16th at LCX, Harbour City. Hong Kong expansion plans are also under way as the brand announced their goal to open around 10 new stores across the city over the next year.
The new Daniel Wellington faces are world-famous, incredibly successful, young global icons: model and TV personality Kendall Jenner is featured across Daniel Wellington media wearing the brand new Classic Petite watch alongside highly sought-after model siblings Lucky Blue Smith and Pyper America Smith and model, TV personality, actress and singer ROLA.
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Kendall Jenner is one of the most influential people on the internet, boasting a staggering 75.9 million Instagram followers. Lucky Blue (2.8 million followers) has been a successful model since a young age while his sister Pyper America’s (722K followers) modelling career has been skyrocketing over the past year. Rola, with 4.4 million Instagram followers, was discovered in Japan at the age of 16 and rose to fame in no time due to her character, sense of style and distinctive beauty.
The campaign release comes hand in hand with four new watches launched under the
brand’s newest Classic Collection named Classic Petite. Available in the signature rose gold and silver, they are inherently Daniel Wellington , the quintessence of classic sophistication and timeless design, intended to match any occasion and outfit. Thin, refined and perfectly round, the Classic Petite 32mm watch is the ideal staple especially for females.
Founder Tysander’s eye on a trip across the globe back in 2011, Daniel Wellington watches are known and loved worldwide for their classic, minimalist design and interchangeable straps. Carried in all major cities worldwide, the company has firmly established itself as one of the most beloved watch brands in the industry, which is not traditionally known for being active on social media. Having started the brand with a no-traditional-advertising rule, Daniel Wellington is proof that carefully planned online content truly is the best brand catalyst. With over 2.9 million followers and over 1 million uses of the hashtag #danielwellington, their combined strategy of influencer activity and user generated content has clearly paid off and changed the watch industry forever.
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The brand celebrated the campaign kick-off at a pop-up event at LCX, Harbour City, with celebrity Cantopop singers Fiona Sit and Pakho Chau taking centre-stage alongside the anticipated global icons campaign and coveted new watches. In line with the way the brand rose to fame, many of Asia’s top social influencers were invited to participate in the pop up event. The store will remain open to the public until Sunday, March 19 th .
The campaign was launched in Hong Kong under the hashtag #DWMoments and #DWClassicPetite