Rolex (watches of switzerland group)
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Our Work

Rolex (watches of switzerland group)
Rolex (watches of switzerland group)
A huge success with live sales in excess of £1 million


  • Delegate Experience
  • Event logistics
  • Event Production
  • App Design
  • Augmented Reality

Thank you for delivering a fantastic programme of events…

we set out with the ambition to be bigger & better than last year & pull off our biggest ever event, & we nailed it.

Head of Retail Marketing The Watches of Switzerland Group

The Challenge

Primary was invited to submit a proposal to Rolex, on behalf of the UK’s top jewellery retailer; The Watches of Switzerland Group, which detailed our event recommendations for the launch of the new Rolex Baselworld Collection to the UK market. The event needed to be bigger and better than previous years to secure the prestige of being the first retailer to launch to an audience of VIP’s within the UK market.

The challenge was to create an environment conducive to selling a high-end product, and to close those sales with very few physical products available for guests to try on. The much-anticipated collection of new Rolex models is the highlight of any luxury timepiece enthusiast’s year, but they are not readily available to meet the demands of an event engaging 750 clients.

As well as the VIP launch in London, the event also needed to run regionally at venues in Bristol, Sheffield, Newcastle, Birmingham and Manchester on consecutive days.

An Event Experience Reflective of the Luxury Brand

The black-tie Gala Dinner was hosted in the splendid Royal Horticultural Society’s; Lindley Hall. VIP guests dined on exquisite food and drank fine champagne and key representatives from WOSG addressed the audience from a central stage. The stage was fabricated in the shape of a watch face with a circular LED screen suspended above to unveil the much- anticipated collection. Guests also had the opportunity to roam around the different Rolex zones, be the first to try on the new collection and in addition embrace the exclusive opportunity to interact with the augmented reality zone.

The following day an exclusive Grand Basel Exhibition facilitated the engagement of a further 750 Rolex VIP clients at Lindley Hall. This opened an additional avenue, not previously explored, for further sales opportunities and cementing relationships.

This event was designed as a hybrid event which could be adjusted to suit the environment or key objectives. Therefore, it worked equally well when transferred to the smaller regional events in Bristol, Sheffield, Newcastle, Birmingham and Manchester.

Making the Impossible, Possible

In order to maximise sales opportunities, we needed to enable as many guests as possible to ‘try on’ the new collection at any one time. Obviously, VIP guests wanted to see the physical watches themselves, which were being showcased around the room from table to table. But in the meantime, we wanted to give them additional opportunities to ‘see’ what each of the new models from the Baselworld collection would look like on their wrists. With this in mind, we suggested the use of Augmented Reality. 

With just a 6-week lead time, a bespoke AR App was created which would feature each new model in its finest detail. Guests placed their wrists under the iPad viewer and watched in awe as their chosen luxury Rolex timepiece was applied to their branded AR wristband. Augmented Reality had made the impossible, possible, and became a valuable sales tool for maximising reach at the event.

Key elements of the project delivery included:

  • Pre, onsite and post event management and production

  • Full stage and set design including a one and a half ton 5m LED screen

  • The design and development of an exclusive augmented reality virtual try-on app

  • Complex logistical planning to run the event across multiple UK locations

Exhibition opened a further 750 potential sales opportunities the following day

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