September 26, 2014 — Malthound

The Chivas 12 Made for Gentlemen by Bremont limited edition gift tin

Chivas Regal has collaborated with award-winning luxury British watch brand, Bremont, to create the next installment of its much sought-after Made for Gentlemen Limited Edition collection.

It sees the release of additional collectors’ items in the form of 12 Chivalry watches, created by Bremont and Chivas to celebrate excellence and precision in luxury.

In keeping with Chivas Regal’s spirit of generosity, the exclusive Bremont ‘Chivalry’ watches will be auctioned for charities around the world.
Admirers of luxury watches and whisky will have the opportunity to bid for one of these watches by participating in an online auction taking place from 22nd October – 9th November 2014 on www.chivas.com/bremont, with proceeds being donated to The Prince’s Trust Enterprise Programme.

The Chivas 12 Made for Gentlemen by Bremont limited edition gift tin houses a bottle of Chivas 12 and features deconstructed watch elements to showcase the elegant and complex engineering of Bremont chronometers.

The polished steel Bremont ‘Chivalry’ watch, features a piece of oak cask used in the maturation of whiskies for Chivas Regal, the signature of James and John Chivas etched on the rotor of the timepiece and the Chivas crest subtly embossed on the dial. An engraved copper plate, taken from a retired Scotch whisky copper still, sits on the leather presentation pouch.

Chivas ‘Made for Gentleman’ watch by Bremont

Richard Black, Global Brand Director for Chivas Regal says: “Over the last three years, The Chivas Made for Gentlemen series has gone from strength to strength, resonating with modern gentlemen around the world who demand substance and style from luxury experiences and products. With this latest edition, we’re celebrating not only the style and handcrafted quality of Chivas and Bremont, but also the spirit of generosity for which John and James Chivas were renowned, and that is increasingly valued in today’s competitive world. We’re delighted with the exquisite designs and we’re confident that Chivas 12 Made for Gentlemen by Bremont will be well received by discerning whisky fans around the world.”

Nick English, Co-Founder of Bremont, adds: “For me, the collaboration with Chivas was a genuine meeting of minds. We are all dedicated and passionate about keeping traditions of craftsmanship alive and we are also focused upon leaving a positive legacy. Bremont watches are ‘Tested Beyond Endurance’ and Giles and I have been blown away by the level of skill that Chivas Master Blender, Colin Scott, deploys in channeling nature and time in blending their Scotch whiskies.”

GRANT’S #IOU SHORT FILM BRINGS NEW BRAND POSITIONING TO LIFE

Grant’s has launched a new global campaign entitled ‘#IOU’, which sees the brand move away from its traditional product-led communications in favour of fresh lifestyle content targeted at Millenials.

In a shift from the traditional TVC, #IOU will begin with a short film distributed solely online. This content will be the first consumer-facing activation of Grant’s Stand Together brand positioning and aims to inspire fans to acknowledge the people who have helped them achieve great things in life. Thanks to a more focused approach to online content, Grant’s has already benefitted from a huge spike in social engagement, with a community growth of over 350 percent on the Grant’s Facebook page since 1st January 2014.

Created by London agency FCB Inferno and directed by Bafta-nominated director Yann Demange, with Stink London, the short challenges the notion of individual success and reflects the reality that none of us have made it this far on our own. The #IOU film follows a group of friends as they support each other through a series of life affirming experiences to come out the other side stronger and more successful. The film ends with the thought-provoking question ‘If you’ve got this far in life without owing anybody anything, how far have you really got?’. Cult artist Whitey, whose work has been featured on hit TV series’ Breaking Bad and The Sopranos, collaborated with music company Madplanet to provide the accompanying soundtrack.

Grant’s Global Brand Director, Shane Hoyne, whose team was responsible for developing the new brand campaign commented, “As one of the most enjoyed blended Scotch whiskies in the world, we wanted to talk about success in a way that stayed true to our heritage but also resonated with a broader demographic. Like the people we aim to inspire, we have been supported and guided by a huge team of people in bringing something new and exciting to the table and we’re very proud to share the outcome.”

“This year has been an ambitious one for the Grant’s team with the roll out of a new global brand positioning Stand Together, the diversification of the Grant’s range and an expansion to exciting new markets. 2015 will continue in a similar vein with ground breaking innovation and the launch of additional ranges in the coming months.”

The video can be viewed here.