jbw
JBW is a creator of luxury timepieces, based in Dallas. Working with the creative, marketing and social teams, I concepted and executed much of the brand’s advertising campaign content. During my tenure, I was responsible for over $10M in revenue in paid, earned and owned campaign formats — namely amongst them, the “RESERVE” program.
RESERVE by JBW was born of the desire to step outside the boundaries. For this project, we imagined a shopping experience never before seen by JBW that shifts the power of exclusivity into the hands of JBW’s clients. A shopping experience that, though only a few weeks long, sold over 400 pieces per iteration using owned and earned media in the form of mood boards, augmented reality, and docu-style video content to build hype and draw customers in to the highly-exclusive project.
Read more about RESERVE by JBW on GQ and Highsnobiety.
Discover RESERVE by JBW
Our Jet Setter RESERVE GMT buyers got first access to this ultra-limited edition project. They were the first customers in and the only customers who came out with this timepiece — made once and never produced again.
Meet RESERVE—002: Emerald
Breaking boundaries in color exploration was the foundation of the RESERVE product line. Never in JBW’s history have they set colored jewels on the full watch — oh, except for the first time we did it with RESERVE Ruby. Determined to avoid one-hit-wonder fame a la Oasis or Gotye, JBW tested the waters yet again—this time sourcing emerald-tone Swarovski crystals, set in an IP black-plated case. Once again, this single-production run was accompanied by a storage case of smooth emerald-tinged leather paper with black polyurethane leather interior—a storage case rivaling Apple in its debatably-unnecessary-yet-indubitably-satisfying opening. The RESERVE GMT packaging is as strong and bold as the timepiece it houses.