Takeover of Macy's Herald Square

To maximize brand presence we negotiated a brand partnership between Macy's and Seiko Watches. We kicked off the partnership with a full takeover of Macy's flagship Herald Square location featuring Seiko's iconic dive watches. Decor and ad displays were added throughout the first floor and an influencer event was hosted in early October to jumpstart the celebration. 

During our month long takeover we commandeered several of Macy's iconic Herald Square windows and decorated them to resemble the bezel of our most popular model, the Seiko "Turtle" a red and blue watch with iconic turtle shell patterning around the bezel.

I oversaw all visuals and branding for the event. Every detail from the store windows to in-case display merchandising and digital visuals were hand selected to ensure consistency and unity within the messaging. I coordinated the creation and installation of the in-store visuals and acted as the lead on site to ensure satisfaction with the final result.   

Overall, the month-long takeover featured our dive product and highlighted the watches in a key market which ultimately led to an increase in sales. The publicity from the event elevated sales across our National Accounts and led to an 80% sell through of our product on site. Inside the store the cases were all merchandised to reflect our high-end dive product, highlighting key features of the watches and playing with the underwater theme. ​

The final aspect of the takeover was a cocktail hour and meet & greet with Fabien Cousteau, the grandson of legendary explorer, Jacques Cousteau. On the day of the event a flash mob was held during rush hour to drive foot-traffic to the store. There was a street performance as dozens of actors ran through the streets promoting our product and handing out promotional flyers for the dive product. The night ended with an influencer party where future releases and limited editions were highlighted and a watchmaker was onsight giving demonstrations. 

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