WE COLLECT RARE PEOPLE
Czapek & Cie crystalizes the brand’s message and uniqueness with a new communication campaign whose tagline “We Collect Rare People”, combines various important elements of the Geneva-based maison. Notably, the ideas of ‘sharing passion’ and ‘community’ with ‘rarity’ and ‘identity’.
“We Collect Rare People”, is a play on words, a sort of oxymoron, making people ask themselves about who is collecting, what, why and whether they would like to join the Czapek ‘club’.
Czapek collects rare people in many ways. First-of-all, Czapek collects rare supplying partners that provide the brand with rare savoir-faire, proud to be a piece of this exciting project. Czapek also collects clients with a rare obsession for quality, on the quest for a unique product. In another sense, they also become partners. Last but not least, Czapek collects shareholders, fine watch lovers that have always dreamt of not only being customers, but owners of an haute horology venture, and their dream became true thanks to the crowdfunding equity campaign that made the revival of Czapek possible.
“Since the rebirth of the brand”, explains Xavier de Roquemaurel, CEO of Czapek & Cie, “Czapek has been proud of its ‘family’. We never planned to create a community, it just emerged from our way of working. By opening the books during our fundraise, we became naturally transparent, by being transparent we became collaborative, by being open and collaborative we attracted hundreds of watch-lovers and made them become Ambassadors and create a Community. By collecting rare people, Czapek becomes stronger and more enticing”.
“Everyone has their own journey of how they got there, you’re never defining who the person is, just that they are confidently different to everyone else”.