Sekonda Launches ‘Any. Second. Now.’
Our new integrated campaign for British watch brand Sekonda, positioning its stylish timepieces and smart wearables as everyday essentials for Gen Z.
Brought to life by VCCP Blue and VCCP Media the campaign challenges standard watch category tropes. Rather than positioning watches as exclusive status symbols, 'any. second. now.' highlights everyday moments of anticipation, showing that reliable, quality design is made for the many, not the few.
The campaign centers on a series of short films showcasing tense, relatable moments - like a fingernail hovering near a bubblegum balloon or a game of pass-the-parcel - where the outcome hangs in the balance. Alongside AV and social, moving digital portraits showcase the product lineup across high-impact outdoor locations near student hubs and shopping centers.
The initiative also introduces Sekonda's new smart ring, using a sleek three-word graphic system to highlight core benefits like cycle tracking and heart rate monitoring in an accessible way. To connect directly with younger audiences, the media strategy acts as a countdown to key Gen Z moments across platforms like Prime Video, Netflix, YouTube, TikTok, Instagram, and Snapchat.
"We are delighted with our new campaign 'any. second. now.' plus our refreshed Sekonda brand world and are so proud to see everything live. The team has shown a deep understanding of the target audience, got under the skin of the Sekonda brand and demonstrated incredible creative work from core idea all the way through to production and out the other side. Our partnership has started with a bang and long may it continue."
Janet Gough, Marketing Director at Time Products (UK) Limited
"‘any. second. now.’ has been a brilliant team effort between Sekonda, VCCP Media and VCCP Blue. We’re thrilled to see the work going out so swiftly after our pitch and are excited about Sekonda’s challenger ambitions for the future."
Ciara O’Meara, Deputy Executive Creative Director at VCCP Blue