Spring 2010CENTURY unveils a new campaign with an elegant, modern, timeless style
The campaign proclaims CENTURY’s new identity: embracing every aspect of life and every facet of a personality. The campaign reflects the values of Swiss craftsmanship in male and female terms: independence and elegance, a taste for perfection, a sense of seduction. Taking the theme of CENTURY sapphire, each of the three visuals celebrates the pure forms and geometric lines of this exceptional material, which is cut and polished entirely by hand. By increasing the effects of transparency and luminosity, this creative approach gives the image an authentic architecture with refined proportions, and so much more. By emphasising the hypnotic aspect of this jewellery secret, it becomes an invitation to reach the heart of CENTURY’s expertise and values.
These values are embodied by two faces. For her, a look of elegance suffused with romanticism. A young woman wears watches and jewellery in a luminous setting shaded with soft colours. This confident, serene muse has an expression that is dreamy and resolute by turns. Her calm poise heightens her sophisticated yet unpretentious style. Behind her assertive personality and assured beauty lies a taste for simplicity. This vision is replicated for men. Romantic lover and new adventurer, a young man with sleek, modern looks wears on his wrist the PRIME TIME chronograph, accompanying all of his dreams and desires. Pulsating with both power and tenderness, the image is inspired by the new contemporary heroes, strong yet gentle.