Moonsail reveals agency’s first campaign for Watches of Switzerland

Moonsail has launched its first major integrated campaign for Watches of Switzerland, a boutique retailer of luxury watches, launching the retailer’s first advertising campaign and new brand platform ‘A Devotion to the Extraordinary’.

Moonsail is a Perth-based independent creative agency which was founded by creative partner Paul Coghlan and creative partner Matt Nankivell in April 2021. Coghlan was previously the chief creative officer at Clemenger BBDO’s Marketforce and Nankivell was previously the global head of art in Ogilvy’s London office.

In the 60-second spot, a montage is shown of the type of people who wear Watches of Australia watches – from people raising their families to those seeking to solving climate change to people inventing new industries. The spot ends with the line: “these extraordinary people who walk through our doors deserve extraordinary”.

Coghlan said: “The level Watches of Switzerland goes to in looking after their clients – some of whom have been with them since 1997 – has, and continues to, set the bar for the industry. For the creative process, we went further and hypothesised that people who can afford luxury watches – their clients – generally have harboured some form of success through their own passion and hard work – they are extraordinary in their own right.”