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To support the release of its C1 Worldtimer watch, Concord has created a new advertisement campaign which will debut worldwide for early 2009.
Entitled "World Time. Reconstructed.", the layout displays the Concord C1 Worldtimer against a background with the continents in luminous blue. A close examination reveals that the continents are composed of an algebraic formula, which actually expresses the dimensions and other technical specifications of the C1 watch design. The formula was developed by a professor of mathematical science, and first put down on a chalk board at Cambridge University. In addition to being a symbol for the advanced design of the C1 Worldtimer watch, these algebraic continents also evoke the flexible dual-time functionality the model offers. A series of "What other watch has..?" questions at the bottom of the copy reinforce the dynamic technical image of the entire Concord C1 collection.
Concord's new ad is the work of London-based communication agency Spirit. Spirit also worked with Concord to create the brand's earlier C1 campaigns, including that of the C1 Chronograph.
