This autumn, Alfex is launching a new advertising visual: a graphics project created to underscore the beauty of its time keeping pieces that will run alongside its communications throughout 2014, leading us to other colour combinations and different backdrops as the year progresses.
A campaign appealingly entitled “design of time”, using 4 different layouts to express a concept of essential importance for the brand: the best ideas come from experience, as there can be no future without a past. A notion the brand chose to back this year in particular, since it is celebrating its 65th anniversary.
The discreet protagonist of the new form of creativity is the contemporary design of Alfex time pieces, contrasting beautifully with the distinctly neoclassical architectural style of the setting chosen for the backdrop that makes them look like they are floating, almost suspended on the left hand side of the layout in a delicate equilibrium between classic and modern.
The pattern of concentric circles symbolising Time is projected against the lavish architecture of an abandoned palazzo, representing the Past. The visual components of the elaborate plasterwork, inlaid flooring and Art Nouveau decorations dominate the palazzo’s four rooms, which change to reflect the watch they are teamed up with.
The “design of time” campaign features the styles in the FW 2013-14 collection as well as the current collections presented at Baselworld 2013; it is part of a larger project involving the use of different communication tools in the typical language of design.
ALFEX
Alfex has been committed to making its mark in the panorama of watch making for the last 65 years, focusing on design, fulfilling the criteria of Swiss Made quality and offering a product range with attractive prices. Its in-house team of designers continues to strike this ideal balance, in line with the vision of Ferdinand Gindraux, the founder of the company. He set up the firm in 1948 with the idea of creating a brand that would revolutionise the traditional concept of timepieces. It was immediately clear that design was priority, a choice that has helped the brand from Ticino win many international awards on numerous occasions: the “Red Dot Award”, awarded by the Design Zentrum of Hamburg, which sees Alfex competing once again this year, and the “Good Design Award”, presented by the National Museum of Architecture and Design of Chicago to the product with the most innovative graphics and design. 2013 marked its 65th anniversary, and Alfex is celebrating with the vision of looking towards new perspectives, thanks to the work of Marcus Weber, who has been the company’s CEO since 2011, while respecting the traditions and innovation that have always been important for the brand.