Born where it all began. The darkroom.
Because it’s always been about time.

The 'who', the 'what' and even the 'how' for the new Leica watch series was clear way before market launch. So the biggest challenge was to communicate the 'why'.

Why is leica building a watch? Why now? Why a mechanic one when there are smart watches all around?

The whole community was already asking these questions and posted some skeptical comments when there were first rumors.

We had to give an answer: It’s always been about time! It’s always been about finding the right moment, it’s always been about exposure time and it’s always been about counting down in the darkroom . This leica just don’t use film or photo paper. But it‘s still born where it all began. The darkroom. 

It’s a leica.

(pitch)