CAMPAIGN CONCEPT: “THE FALCON CARRIES TIME”

1. The Dual Product Launch

  • A. The Main Piece (Human-Wearable):
    A Richard Mille timepiece inspired by falcon racing aesthetics—designed for humans. Think aerodynamic curves, feather-mimicking surface textures in Carbon TPT®, falcon-hood inspired straps, and subtle nods to falcon tracking equipment.

  • B. The One-Off Falcon Timepiece:
    A groundbreaking ultra-light Richard Mille micro-watch—scientifically prototyped for a falcon’s leg. This isn’t a gimmick. It’s a historic piece of horology designed for flight, weight-calibrated to not hinder the falcon in any way, echoing the tech of avian telemetry but elevated to haute horlogerie.

2. Visual Narrative & Installation

  • Human-Sized Falcon Watch Sculpture:
    Debuted as a traveling art object—first in Geneva, then Riyadh, Abu Dhabi, and Doha. The sculpture sits in a sand-glass arena, slowly rotated under spotlights to echo desert sun patterns and the slow turn of time.

  • Desert Launch Film:
    Shot during the golden hour, the film interweaves macro mechanical shots of the Falcon Watch with high-speed aerial drone footage of an actual falcon soaring with the micro timepiece on its leg. Soundtrack: a blend of Bedouin chant and contemporary electronic percussion.

3. The Watch That Travels

  • The Falcon Mission:
    An elite falcon, trained by a royal GCC family, is flown to Switzerland. There, in a controlled ceremony, the falcon is fitted with the one-off Richard Mille Falcon Watch.

    The falcon is released and travels home—to the desert palace or falconry base of its origin in the GCC.

  • Symbolism:
    This isn’t about spectacle. It’s a ritual. A poetic handoff between Swiss engineering and Arabian heritage. The Falcon carries Richard Mille’s message of precision, loyalty, and flight—across continents.

  • Media Impact:
    Covered by Hodinkee, Highsnobiety, The National UAE, GQ Middle East, Monocle, and Arabian Business. It's storytelling gold, appealing to both horology obsessives and global culture followers.

4. Tagline Concepts

  • “The Falcon Carries Time.”

  • “Crafted for Earth. Measured in Flight.”

  • “From the Skies of Arabia to the Hands of Precision.”

  • “Time Does Not Follow. It Leads.”

5. Strategic Value

  • Luxury Market Penetration:
    Speaks directly to elite GCC clients who already purchase Richard Mille watches but builds an emotional connection grounded in their own heritage.

  • Press-Worthy Innovation:
    The micro-watch for a falcon is a once-in-a-lifetime statement of creativity, technology, and storytelling. No other brand dares.

  • Cultural Respect:
    Not an exoticization of the sport, but a deep, informed, and reverent collaboration with falconry experts, local families, and royal falconers.

  • Youth Relevance:
    Bridges millennia-old sportsmanship with ultra-modern engineering—something no TikTok ad could ever replicate.