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Carl Edmond Launches First Global Advertising Campaign

Luxury Swedish watch brand Carl Edmond launched their first global campaign today. The advert features Joel Kinnaman as the face of the brand.

The company launched in September last year with an aim to bring together Swiss sophistication and Swedish heritage. To design the watches they brought in Swiss watch designer Eric Giroud along with his protégée Adrian Glessing. Together these highly respected designers created a minimalist aesthetic and a series of classy colour palettes.

To market the watches the company have created namesake character Carl Edmond, a man who personifies the watches. Swedish actor Joel Kinnaman was brought on board straight away to portray the character. The campaign launched today with the release of the full video in which a series of people talk of their admiration for Carl Edmond. He is portrayed as a man of almost mythical status.

“Carl Edmond is an adventurer, an explorer, a vagabond and a diplomat living a life extraordinary to the fullest deluxe.” Carl Edmond Founder Ali Nouri says, “I’d love to be more like Carl.”

In recent years Swedish actor Joel Kinnaman has been making a name for himself stateside. After landing a starring role in AMC’s the killing he went on to play the titular role in the 2014 Robocop remake. He currently plays Will Conway in House of Cards, joining the successful Netflix series for its 4th season as well as playing the lead role in another Netflix series, the sci-fi themed Altered Carbon.

“If I was stranded on a deserted island and could bring one thing only. I would bring Carl Edmond. And if it was the other way around. I would beg Carl to bring me”, says Joel.

In designing the range of Carl Edmond watches Giroud and Glessing took inspiration from Swedish furniture of the 1960s and 70s. Unlike Swedish furniture however, I am assured the watches will not need assembly once purchased.The leather used to create the wristbands is Swedish Tärnsjö. This 140 year old institution is part of a small minority of tanning houses that use the environmentally friendly vegetable-based tanning method.

The watches utilise Swiss quartz movement and sapphire crystal available in two shapes: the round classic “Ryolit” and the bold, square “Granit”. The dials are available in a range of colours including white, black, gunmetal, cameo, navy and limed spruce.

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