Boss hires Peretti for push to change view of watches

Hugo Boss has hired luxury goods PR agency Peretti Communications to help reposition its range of watches away from the fashion accessories market.

Peretti will lead a PR campaign aimed at establishing the BOSS Hugh Boss range as ‘Swiss-made quality’ rather than a fashion brand.

Peretti formerly worked for rival watch brand Tag Heuer, prior to the firm’s decision to take all global PR in-house at the end of last year.

Tag used Peretti for five years before axing agencies across the US, France, Switzerland and the UK in favour of handling comms in-house.

Peretti pitched for the Hugo Boss consumer PR brief against Aurelia PR and incumbent Focus PR.

The agency reports to BOSS distribution agency Swico, which led the review process.

Swico marketing director Laurie Milne said Focus PR previously handled PR for both Hugo Boss and fellow Swiss watch brand Raymond Weill.

But he said Swico decided an agency should work specifically on the BOSS brand to help position it firmly as a Swiss-made range.

‘We felt that the brand had got to a stage where it deserved its own agency,’ said Milne.

‘BOSS Hugo Boss watch sales continue to increase, but we are keen to establish the brand’s Swiss-made quality pedigree rather than simply presenting BOSS watches as a fashion brand,’ he added.

Peretti director Annabel McAvoy heads a team of four on the Hugo Boss account, reporting to Milne.

The account will involve lifestyle and consumer media relations, alongside event PR.

BOSS watches launched five years ago in the UK, before rolling out internationally.

Focus led the original launch PR campaign and subsequent communications work until the repitch this year.

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