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WATCH FACES: Signaling a radical change of direction under new chief executive officer Jacques-Philippe Auriol, watch brand TechnoMarine has unveiled a striking ad campaign that eschews aquatic references in favor of freshly minted brand ambassadors including Marlon Brando’s grandson, Tuki Brando. Described by TechnoMarine as a medical student in Bordeaux, France, Brando has previously modeled for brands including Versace. Joining him on the company’s roster are Taiwanese model Chin Hsi, “Harry Potter” baddie Arben Bajraktaraj and Slovakian model Ivana Vancova. All are shown wearing a watch over one eye like a patch, in a strategy designed to appeal to a young, irreverent consumer. “The brand was at a stage where this renewal of communication was really needed. We are in a storytelling business, and unfortunately, I think the brand had little to say these last years,” said Auriol, who took over as ceo in January, succeeding Vincent Perriard. The campaign was created and developed by TechnoMarine board member Jean-Marc Loubier, produced by French consultancy Being and shot by photographers Nicolas Guérin for the portraits and Benjamin Bouchet for the still lifes. It will break in international media in June and new faces will be added every year. “We’re building a portrait gallery and we want to build a saga for the coming 10 years or more,” Auriol explained.
— JOELLE DIDERICH