See Vacheron Constantin’s new campaign, One of Not Many, featuring creatives Benjamin Clementine, James Bay, Ora Ïto, and Cory Richards
Even if you don't speak fine watchmaking, the superlative craftsmanship and artistry that go into a single haute horlogerie piece transcends the language barrier. After all, appreciating the finer things in life is a universal human trait. And using this shared value as its touchstone is Vacheron Constantin as the brand launches a new communication campaign that highlights the prestige of watchmaking — in particular its storied legacy of producing exceptional timepieces for over 260 years — by connecting the technicality of master watchmakers with the creativity of four, talented personalities.
Starring acclaimed musicians Benjamin Clementine and James Bay, designer Ora Ïto, and photographer-explorer Cory Richards in a series of compelling visuals, 'One of Not Many' expresses the maison's constant quest for excellence and its spirit of innovation by personifying these characteristics in the four gents. Recognised as visionaries in their respective fields, Clementine, Bay, Ïto, and Richards each display the same zeal, passion and expertise reflective of Vacheron Constantin — and whose work epitomises the concept of connoisseurs.
With Clementine and Bay, the new Fiftysix collection makes its mark with its modern and cosmopolitan elegance; the Patrimony collection complements Ïto's signature 'simplexicity' aesthetic; and the Overseas accompanies Richards as he travels the world to discover and capture its most beautiful images.
A profound bridge between the traditional and the millennial, One of Not Many doesn't simply spotlight Vacheron Constantin's icons, it conveys generations of know-how into a singular message. As CEO Louis Ferla explains: "The watch industry represents over one billion watches per year, of which only 25 million are produced in Switzerland and barely 500,000 can lay claim to Fine Watchmaking status. Within this context, Vacheron Constantin focuses on limited and reasonable production volumes, as required to offer the highest level of quality, aesthetics and expertise. Within an already highly exclusive segment, our Maison is committed to maintaining a unique and sophisticated character. In this respect, we are resolutely one of not many."
Click through the gallery above to check out the campaign and its behind-the-scenes shots.
Find out more about the Vacheron Constantin One of Not Many campaign here.