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CBS Outdoor Wraps NYC Subway Cars in Swatch Creative to Mark Expansion of Brand's New Gent Collection


CBS Outdoor and Swatch have partnered for a unique branding campaign that wraps 10 New York City subway cars in advertisements for the watch maker, it was announced today by Jodi Senese, Executive Vice President, Marketing, CBS Outdoor.  Starting today, CBS Outdoor will cover 10 working NYC subway cars in creative for Swatch's new Gent Collection, which is adding five new colors to its line in time for spring.


The promotion, which mixes bold colors and graphics from the Swatch media campaign on the exterior of subways cars on the #6 line, will also include fully branded interior cars with Swatch creative, resulting in a total immersion experience.  Over the course the eight-week campaign, 20 million riders of the 6-line subway will see the Swatch-covered subway cars.


"This is a unique, attention-getting form of marketing that exposes clients to the heaviest-trafficked subway system in the country," said Senese.  "Additionally, the Swatch brand is synonymous with youth and style, and the creative is compelling and visually arresting.  This is the exact kind of campaign that will generate buzz and excitement with their core demographic."


The Swatch Group Ltd is the world's foremost manufacturer of finished watches.  With its nineteen watch brands - Breguet, Blancpain, Glashütte Original, Jaquet Droz, Léon Hatot, Omega, Tiffany & Co., Longines, Rado, Union Glashütte, Tissot, ck watch & Jewelry, Balmain, Hamilton, Certina, Mido, Swatch, Flik Flak and Endura - Swatch Group has a presence in all segments of the watch market.  The Group employs some 25,000 persons in more than 50 countries.  Its turnover reached 6.44 billion Swiss francs in 2010.


CBS Outdoor is one of the largest out-of-home media businesses in North America, and has a major presence across Europe and South America.  With both traditional outdoor and transit properties, the division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets.


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Media Contact:

Jeremy Murphy            212-975-4577   


Jeremy Murphy