Guess Watches has launched its latest worldwide fashion model search, “Faces to Watch.” It’s a follow-up to last year’s successful “Timeless Beauty” campaign.
“Faces to Watch” is a two-year global promotion to find one man and one woman with an original “look” to personify the Guess brand. Consumers will be exposed to the promotion through ad campaigns using print, music, the Internet, TV, mobile communications, and special events.
The search will culminate at the BaselWorld watch show in April 2007, where the winners will be selected at a gala event by an international judging panel headed by Paul Marciano, co-chairman and co–chief executive officer of Guess Inc. The winning faces will be featured in Guess Watches’ 2007 advertising.
Guess Watches is partnering in the campaign with Elle and Elle Girl magazines—which have 39 editions in five continents—and Universal Music Group, a giant in the music business known for discovering rising musical artists.
Musical performances by up-and-coming artists of the IGA/Universal Music Group—like Interscope recording artist Kaci Brown, who launched the campaign in March with a performance at BaselWorld 2006 and wears the brand’s Instigator watch in her newest video—will draw consumers to regional events where they can enter the model search.
The global consumer promotion will be launched in August with announcement ads in Elle and Elle Girl. Consumers can go to Guess stores, Guess Accessory stores, and more than 20,000 retailers around the world for entry applications and to see the newest Guess Watches. Applications will be available at facestowatch.com, which also has direct links to guess.com and guesswatches.com.