Hong Kong – Oriental Watch Company has launched its latest campaign, ‘The Strokes of Time,’ designed to inspire Hongkongers to pause and appreciate the beauty of their surroundings in a city known for its rapid pace and constant change.
Conceptualised and crafted by creative agency Omelette Digital, this experiential activation extends Oriental Watch Company’s ‘Take Your Time’ platform. Centred on the calligraphic gems adorning Hong Kong’s streets, each character captures the aesthetics of a unique era. The initiative brings these historic scenes to life, offering a timeless visual experience in the heart of Paterson Street and Fashion Walk.
In this campaign, Omelette Digital collaborated with three local artisans: “Plumber King” Yim Chiu-Tong, Neon Craftsman Wu Chi-Kai, and Minibus Sign Maker Mak Kam-sang. Under the theme ‘The Strokes of Time,’ each craftsman has crafted a distinctive art piece that reflects various hallmarks of Hong Kong’s vibrant visual culture.
The centrepiece of the campaign is a massive ‘Words of Reminder’ installation, inviting pedestrians to pause amidst a vast array of Chinese characters crafted in font styles commonly found throughout Hong Kong.
“This visual experience is a collective creation put together by multiple local calligraphers and craftsmen. We hope Hongkongers and tourists who are passing by Causeway Bay can take a breather to appreciate the aesthetics of our local calligraphic gems,” said Matt Kwok, creative director of Omelette Digital.
“This project is yet another love letter to the city we call home. In a world that is obsessed with speed and change, we wish to slow city dwellers down with an experience that blends nostalgia and newfound vitality,” added Andrea Choi, creative director of Omelette Digital.
With over 60 years of heritage, Oriental Watch Company has closely observed the evolution of Hong Kong throughout the decades.
Anthony Tsang, head of marketing and digital (Greater China Region) at Oriental Watch Company, said, “This experiential activation is another illustration of our dedication to encourage Hongkongers to ‘TAKE YOUR TIME’. As we put aside our pursuit of speed, moments of simple joy are all within reach.”
The Strokes of Time activation is open to the public until November 10, 2024. This teaser for Oriental Watch Company’s new platform, ‘Take Your Time with The Timekeepers,’ honours individuals who master the art of long-term devotion in a city that moves at 1.5 times the usual pace.
