The ad is the brand's first TV ad in a decade. It will be supported by a social media campaign designed to engage a new generation of consumers who did not see the classic "Accu-ankle, Accu-wrist" commercial.
In addition to a Twitter and Facebook presence designed by Albion and PR agency Margaret Street, Accurist will launch the first Tweeting Clock on Twitter following the ad's release.
It's a natural marketing move for Accurist, which in 1986 became the first official sponsor of British Telecom's Speaking Clock. Accurist's speaking clock received almost three billion calls.
Accurist has form in using unusual forms of promotion. In the 1960s, Accurist sponsored the variety show ‘Sunday Night at the London Palladium', a form of advertising watch companies had never considered prior to this. Accurist watches were also worn by celebrities such as Princess Anne, Twiggy and The Beatles. In 1970s, Accurist signed an exclusive deal for its watches to be worn by pilots of Concorde.
In 1999 its ‘No Ordinary Old Timer' adverts featured a transvestite and a heavily tattooed 60 year-old woman, both wearing the stand out watches.