When it comes to craftsmanship and creating watches, being artistic and creative is essential. However, Raymond Weil has taken the creative side to the next level with their advertising campaigns, design of watches and even the titles of the various collections. Because of this, Raymond Weil has earned a reputation for their exquisite creativity and design.



Along with showing their artistic side within the business, Raymond Weil has developed many cultural aspects to the company dating all the way back to 1983. This is when they introduced their key cultural marketing and communications strategy with the Amadeus Collection. This collection was named after the classical Austrian composer, Mozart. The name also came from the world acclaimed film from Milos Forman.

The creative aspect to their watches became apparent in 1986 with the launch of the Othello Collection. The ultra-thin timepiece introduced futuristic technology and a refined design that had not yet been seen in watches to this point.

After making an impact on the watch industry the release of the Amadeus Collection and the futuristic Othello Collection, Raymond Weil took their artistic capabilities to the marketing world. In 1989 the company unveiled one of their most heralded advertising campaigns entitled Eternity. This gorgeous campaign was shot in Iceland and unveils breathtaking landscapes and scenery. Some of the Raymond Weil key models appeared in water, earth, wind and fire.

Again in 1994 Raymond Weil revealed their creativity in the advertising and marketing world in conjunction acclaimed photographer Lois Greenfield. The campaign showed dancers in the air in black and white images, which captured the true essence of the campaign. The black and white helped bring modernity, creativity and art together once again to reveal the genius-ness of Raymond Weil.

Music, visual arts, culture and art have all played a drastic role in the creation of Raymond Weil's watches and advertising campaigns. It has all developed from the CEO and managing director with his strong interest in arts and cultural events. In addition, both of the founder's daughters are involved in the performing arts of the company.

Through astounding advertising campaigns and ahead-of-its-time timepiece creations, there is no question that art and culture has had its impact on the Raymond Weil Company. All the way back to its innovative Amadeus Collection to its continuous modernity today, Raymond Weil continuous to astonish buyers, consumers and everyone apart of the process. And with new collections being released every few years and impeccable campaigns needed to advertise the collections the creativity has just begun for Raymond Weil.

Copyright (c) 2007 Patrick Bedford