With a name etched in watchmaking history Dennison returned, not as a relic but as a modern icon.
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THE PROJECT
Dennison once made cases for Rolex and Omega. But its own name had never graced a dial, until now.
With no contemporary presence in the U.S., we relaunched Dennison as a modern icon, not a legacy play. The debut of the ALD Collection, a reinterpretation of its 1940s cushion case, was unveiled at a private Aman penthouse with press, creators, and a rare appearance by Swiss watch designer Emmanuel Gueit.
Influencer partnerships and selective gifting followed. Coverage ran in GQ, Financial Times, Bloomberg, and Hodinkee, with over 15M impressions in the first week.
How we did it
- PR Strategy
- Press Placements
- Launch Event
- Social Strategy
- Content Creation
- Influencer
- PR Gifting
The results
The ALD Collection became a story of revival done right: understated, confident, and beautifully built. Today, Dennison is no longer just the name behind the names, it’s a brand in its own right admired by industry insiders, global collectors, and press alike.