In October 2018, REC released the RJM Automatic. Only 334 were made. This injected a dose of exclusivity into this head-turning timepiece. But in a world where thousands of exclusive watches are launched every other month, differentiation is king.
THE PROJECT
The Objective: To increase brand awareness and generate sales.
REC makes limited timepieces from rare parts. Materials sourced from iconic aircrafts, cars, and motorcycles—parts that tell their own stories.
The RJM Automatic tells the story of the PT879 MK IX Spitfire, a British single-seat fighter aircraft that ruled the airspace during World War II. The watch is made of untreated aluminum cut directly from the plane.
The concept and design are ingenious, but it’s the letter from WW II that made the buyers tick.
REC Watches are sold online, as are those of REC’s competitors. So we sent a 1940s-themed personal letter in the form of direct mail alongside each piece that went out. Our goal was to involve potential buyers in REC’s story and mission. The letter became a key piece of REC’s emotional storytelling.
Throughout my 3.5-year tenure at REC Watches, my marketing team managed to grow B2C sales by 454%. We accomplished this by running a tight team of colleagues, strategic partners, and freelancers.
The team ensured consistency, speed, and high-quality output —the three essential ingredients for scaling a business.
I also oversaw REC’s lead-generation campaigns that involved content creation (video creation, photo, animation, etc.).