Watches of Switzerland

Watches of Switzerland calibre summer 01

One of the biggest challenges facing Watches of Switzerland is how to market high-end watches to women without alienating their core male audience. Calibre has a 70/30 male-to-female audience split, so for issue four we decided our cover image should be an elegant woman, beautifully shot, wearing a ladies’ Patek Philippe. The result had an immediate impact, drawing in both male and female customers, and will no doubt remain one of the strongest covers we’ve ever produced.

Elsewhere in the issue, we borrowed Terminal 5’s interior to show off the latest launches from Watches of Switzerland’s leading brands in a story called ‘Arrivals’; plunged into London’s aquarium for ‘What Lies Beneath’ to illustrate the complex inner workings of some classic-looking pieces; and presented Watches of Switzerland’s 85-year history in a 360-degree graphic. A magazine that would grace any coffee table.