Bracer2, one in a series of new TV spots for watch line ESQ by Movado, conveys the significance of timepieces to consumers in today’s fast-paced world. Watches should be high-quality and reliable, while also being wearable, having casual elegance and style. Each of the four, 15-second spots communicates the emotional component of timepiece selection by showing watches in the context of consumers’ lives. As the tagline, “My World. My Watch” suggests, ESQ by Movado products say much about their customers’ sensibilities.

Created by New York City-based brand communications agency TAG Creative (http://www.tagcreativeny.com/), the spots, which aired throughout May 2010 and will return in the fall, give a fresh, upbeat, and authentic feel to the ESQ line. These vignettes mark a return to national advertising for ESQ by Movado after several years, and speak to the consumer who demands quality, value and cost-accessibility.

“We wanted to capture intimate and personal moments in people’s lives as they’re using, or really living with, ESQ by Movado watches,” says Gina Delio, TAG chief creative officer. “Drawing on our experience in film and video work, we’ve created mini-movies that convey the emotional connection wearers have with these contemporary timepieces.” Each ad is essentially a series of live snapshots, each of which depict simple, joyful experiences in beautiful surroundings. Original music composed specifically for the ads bring a lighthearted and playful touch to the creative.

Movado Group Inc. tapped its longtime creative partner, TAG Creative New York, for the project because of the agency’s reputation as deft communicators of the relationships between brands and consumers. The assignment: bring the existing “My World, My Watch” campaign to life in TV, while continuing the re-brand of the ESQ line as ESQ by Movado.