Challenge
Roger Dubuis aimed to celebrate the UAE’s National Day with a campaign that honored the country’s heritage while reflecting the maison’s bold identity. The focus was on spotlighting the Excalibur UAE Edition watch, created in tribute to the nation, and ensuring the campaign resonated authentically with a UAE audience.
Approach
Plan Digital produced a tribute film and photoshoot featuring the Excalibur UAE Edition watch, blending modern luxury aesthetics with symbolic nods to Emirati culture. To bring the campaign closer to the community, we collaborated with Ali Alhamoudi (@uaesupersport), a leading Emirati influencer known for his passion for performance and lifestyle. His participation gave the campaign cultural credibility while amplifying its digital reach.
The combined film and photography campaign allowed Roger Dubuis to maximize touchpoints across digital, social, and retail, positioning the Excalibur UAE Edition as both a collector’s timepiece and a cultural statement.
Results
- Produced a tribute film and photoshoot highlighting the Excalibur UAE Edition.
- Partnered with Ali Alhamoudi, reinforcing local authenticity and community connection.
- Amplified Roger Dubuis’ presence during National Day with luxury storytelling rooted in Emirati pride.
- Elevated the brand’s image as a maison that respects tradition while pushing creative boundaries.