Time-Slowing Watches

Agency: Saatchi&Saatchi


According to Counterpoint Research’s Global Smartwatch Model Tracker, 40 million smartwatches were sold in the Q4 2021 alone which contributed to the 24% overall growth for the year. In terms of the top three brands, Apple, Huawei and Samsung retain their leading position with 60+% market share. In Ukraine, the situation with the market is the same, so launching a local smartwatch brand is a difficult task on a cluttered market.

Emwatch is a local Ukrainian smartwatch manufacturer. The brand produces smartwatches that can manage your stress but it’s not easy to surprise anyone with such functionality.

We need to stand out alongside competitors.

We have research proving that at least 30% of daily stress comes from deadline fear. For most people upcoming deadlines change time perception where time feels much faster than it is in reality.

We’ve created a real product innovation – the function that can slow down the time when you need it to protect you from stress.

A few hours before the deadline the watch enters the first working phase and starts speeding up the displayed time gently. As a result every hour becomes 3-7 minutes shorter. Users are unaware of the hours getting shorter, but as they see the deadline coming they start to speed up a little earlier. The second phase is activated when there are only 45-60 minutes left. The smartwatch starts to slow down smoothly and this way a person gets more time to finish the task.

This professional campaign titled 'Time-Slowing Watches' was published in Ukraine in January, 2022. It was created for the brand: Emwatch, by ad agency: Saatchi&Saatchi. This Design, Digital, and Experiential media campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted almost 2 years ago by Sergey of Saatchi & Saatchi Ukraine.


Chief Creative Director Central & Eastern Europe: Jorg Riommi
Chief Creative Director: Kosta Schneider
Creative Director: Sergiy Biloshytskiy
Copywriter: Dmytro Lukianchuk
Copywriter: Yana Tymko
Motion Designer: Iryna Kutsman
PR-Manager: Yulia Meduna


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