The initiative includes the UK’s biggest ever consumer watch survey and a bespoke in-store event with Chelsea manager José Mourinho, says Hearst UK.
On-sale 16th October, Esquire’s The Big Watch Book has been produced by the team behind Esquire, building on the brand’s authority and expertise in the men’s luxury sector. The magazine is targeted at watch experts and aficionados, as well as those new to the subject.
In addition to providing readers with all the new trends in contemporary watch-keeping, plus inspiration for their next purchase, The Big Watch Book offers new opportunities for advertisers to target affluent men with a passion for watches.
To celebrate the launch, Esquire has partnered with Harrods to conduct the UK’s biggest ever consumer watch research survey. The survey, which will also be supported by Men’s Health, will provide Esquire with dedicated insight into consumers’ watch-buying habits.
In December, Esquire will team up with Audemars Piguet for a data-driven content partnership. The team will produce a 36 page mini magazine called The Little Watch Book. Esquire will use the data to identify key consumers who are either super fans of Audemars Piguet, or are actively looking to purchase an Audemars Piguet watch. Each consumer will receive a bespoke personalised magazine. The Little Watch Book will be attached to the front cover of The Big Watch Book and delivered to them directly.
To officially launch The Big Watch Book, Esquire is hosting an exclusive in-store event in Harrods, which takes place tonight. The event will feature an interview with previous Esquire cover star and Hublot ambassador, José Mourinho.
Duncan Chater, Group Publishing Director of Esquire, says: “This brand extension is a natural progression for Esquire. The Big Watch Book combines expert advice with beautiful design, providing consumers with a must-read magazine and advertisers with an opportunity to reach a highly engaged targeted audience.
“We are thrilled to partner with Harrods on the launch. The partnership will give advertisers insights into the watch buying process, while the in-store event with José Mourinho is the perfect setting to launch the new brand. We are particularly excited about working on more innovative, highly targeted data-driven projects like The Little Watch Book in the future.”
Jason Broderick, Fashion Director, Menswear & Fine Watches, says: “We are absolutely delighted to be Esquire’s official retail partner for the first edition of The Big Watch Book, celebrating the launch with an exclusive event hosted together with Hublot and their renowned ambassador, Jose Mourinho. As part of Harrods Man Cover to Cover, our month-long celebration of all things menswear, this partnership showcases our dedication to providing our customers with unique luxury shopping experiences.”
