The US fashion house Calvin Klein and Swatch Group agreed to merge their incredible talent into a striking contemporary type of accessory watch in 1997. Later, in 2004, CK Watch + Jewelry Co.Ltd, the joint business between Calvin Klein and Swatch Group, stepped up their game by launching a jewelry line. In Indonesia, the brand itself is foremost known as fashion apparel. Therefore, Calvin Klein and Swatch Group held an exclusive preview of their entire new collection of watches and jewelry in Jakarta on May 13th, 2015, for the Indonesian market. The challenge for the company was not limited to the fact that it’s more famous for its clothing retail but also to compete with so many preceding fashion watch brands out there, which frequently shelled out more promotions.

In regards to the limited knowledge of Calvin Klein watches and jewelry, ID COMM initiated an event for media and influencers gathering which gave them a full access to the 2015 collection. The event was designed to showcase the intricate Swiss-made aesthetic offered by the newly revamp Calvin Klein and also to inform CK commitment for Indonesia market through a dedicated Representative Office.

Beyond that, ID COMM helped out by mapping potential communication avenues that will help improve the product’s market presence. Following that was a series of assistance to ensure that the brand had the proper communication tool that helped put exposure to their product.

In addition to engaging with mainstream media, we collaborated with bloggers to capture an upcoming segment of alternative media, which has grown quite a cult following in recent years.

Success was immediate. ID COMM managed to attract 28 journalists from 25 different media titles, some of whom were serious names in the lifestyle and fashion industry. Of these, 50% of the attendees were editors-in-chief. Moreover, we managed to get nine bloggers to participate and became a social media PR in voicing the excitement of the exclusive preview.

Yet, more importantly, the CK team was satisfied with ID Comm’s assistance in this initial collaboration. ID COMM showed never-ending support for CK and the Swatch Management team from the very first phase of the event, including providing insight, conscientiously selecting bloggers, and maintaining updates up to two months later for a more comprehensive report.