Time for elegance: BOSS launches watch collection at Westfield Centro

Key Facts

Presentation of the latest BOSS watches
Cooperation with the jeweller Christ in the Westfield Centro
Use of the centre's unique advertising media

For BOSS, the time for designer watches came at the Westfield Centro at the beginning of 2020. The German fashion company had chosen the popular shopping and leisure centre as the venue for the presentation of its new collection. In the heart of the Ruhr area, the fashionable brand presented the chic must-haves for every arm in the well-attended mall. It found a strong partner with a large customer base in the Christ jewellery shop, which has been an anchor tenant of the centre for many years.

The stylish timepieces have always had a permanent place in the jewellery retailer’s shop window. The company from Frankfurt am Main is the largest jewellery chain in Germany and is known for its select range of sought-after brands. Of course, the wristwatches from BOSS cannot be excluded. The four capital letters adorn high-quality clothing for women, men and children as well as fine jewellery for him and her. These complement classic business outfits just as well as casual styles from the brand that stands for high standards of quality and fit.

Personal advice from experienced sales staff

In the modern Oberhausen centre, the eye-catchers with their love of detail met a mix of people with purchasing power. Here, locals in search of shopping inspiration meet shopping lovers from the surrounding region. Many interested shoppers stopped to take a closer look at the selection of striking and elegant pieces. With their clean design and the balanced interaction of matt and shiny surfaces, they were able to score points with the customers. The experts at Christ assisted them in deciding on the most suitable model.

The Westfield Centro in Oberhausen attracts 15 million visitors a year. BOSS used the highly frequented centre to launch its new watch collection.

The 360° screen "UDS" dominates the central dome. The fashion brand used the entire surface of the advertising medium for promotion.

It's all about the details: BOSS presented larger-than-life watches on the screens in the mall.

Attention-grabbing branding was also applied to the lifts and escalators.

The combination of the different media drew a lot of attention to the glamorous accessories.

Prominent advertising media throughout the centre

A comprehensive media campaign rounded off the appearance of the cult brand in the busy arcades. Whether on lifts, escalators or on the numerous large-format screens in the mall: shoppers encountered the stylish accessories everywhere. Particularly many glances were attracted by the modern pieces of jewellery on the LED screens in the Coca-Cola Oasis and on the “UDS” (Unexpected Digital Signature). The brand used 100% of the world’s only 360° LED advertising medium in the central dome. As a result, it was definitely assured of the undivided attention of visitors in the heart of the shopping centre.

And no one needed to worry about running out of time to buy a watch: In the Christ store, the exclusive BOSS range is of course available beyond the promotion. Another positive spin-off of the campaign was also long-lasting. Even after the end of the campaign, the jewellery shop was pleased with the increased business.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether events for product presentation, pop-up stores or stands for brand presentation: in the Westfield Centro you are sure to attract the attention of your target group.

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Personal advice from experienced sales staff

Prominent advertising media throughout the centre