Heart of Quartz
Agency:  Savage & Civil
Photography: Darryl Stoodley
Music: DjRUM​​​​​​​​​​​​​​
Role: Creative Direction, Art Direction, Motion Design Lead
The true beauty of an M42 PreciDrive Chronograph doesn’t lie in the technological aspect. In this campaign for Uniform Wares, a closer look reveals breathtaking underlying cosmic forces that makes it possible.​​​​​​​​​​​​​​
Poetry of Nature
For decades Quartz watches have been advertised as technical products, relying on accuracy and innovation as their selling-point.  By contrast, mechanical movements traditionally tout the craftsmanship and heritage of watchmaking.

The challenge for Uniform Wares was to break free from this dichotomy. Neither can be considered less-than or better than the other, because they are two very different ways of looking at time.

If a mechanical watch is the result of masterful craftsmanship, a Quartz watch is the result of the cosmos itself. A PreciDrive quartz movement is made possible by the fundamental molecular structure of quartz crystals.  It’s measuring time using the rhythm of the universe.



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