NEW YORK: Luxury watch retailer Tourneau has brought on Sharp Communications as its PR AOR, following a review, with the goal of raising brand awareness.
The agency, which began working on the account earlier this month, participated in the RFP process after it was recommended by another client, said James Brodsky, president and CEO of Sharp.
Tourneau, established in 1900, has more than 30 retail stores around the US. It sells more than 100 luxury brands, such as Rolex, Cartier, and Omega.
With a team of four to five staffers working on the account, Sharp will work to increase awareness of the Tourneau brand, particularly among affluent audiences on national and regional levels, Brodsky explained.
He said the agency will “communicate the key advantages of buying a watch from Tourneau” and help audiences understand the importance, value, and style of wearing a watch.
Sharp will implement both traditional and digital PR campaigns, Brodsky added.
While the firm is not handling social media for Tourneau, it will guide the brand on social tactics.
The contract will run for one year. Budget information was not disclosed.
Ten agencies competed in the RFP process, with three firms making it to the final round, said Richard Gellman, VP of marketing for Tourneau. He declined to name the other finalists.
Tourneau previously handled PR in-house, with some project work conducted by C&M Media. Before that, the brand worked with Outhouse PR.
In May, UK-based restaurant chain Pret A Manger selected Sharp as its first PR AOR in the US.
This story was updated on November 18 with more information on the pitch process.