Vacheron Constantin reimagines outdoor advertising with Cory Richards’ ‘One of Not Many’ campaign

Swiss luxury watchmaker Vacheron Constantin makes a bold return to billboard advertising, featuring adventurer Cory Richards in its iconic ‘One of Not Many’ campaign

Dubai: Vacheron Constantin, the famous Swiss luxury watchmaker, has made a compelling return to outdoor advertising with a striking campaign featuring Cory Richards, the acclaimed American climber and photographer. The brand’s ‘One of Not Many’ campaign, which celebrates the pursuit of excellence and artistry, finds a new ambassador in Richards, known for his extraordinary images captured in the world’s most challenging and remote landscapes.

Richards succeeds artist Zaria Forman as the campaign’s focal point, highlighting the exclusivity and elegance of Vacheron Constantin’s offerings, with particular emphasis on the Overseas collection. This line, intrinsically linked to travel and adventure, perfectly aligns with Richards’ professional ethos. The advertisement, which launched in November on Dubai’s billboards, relies on powerful visuals to communicate its message, positioning both the watch and its wearer as truly exceptional.

The outdoor campaign signals Vacheron Constantin’s strategic return to high-profile, large-scale advertising, aimed at reinforcing the brand’s core values of craftsmanship and sophistication. Dubai, a global epicentre of luxury and innovation, provides an ideal canvas for this campaign, enabling the brand to engage with a diverse and discerning audience in one of the world’s most dynamic cities.

This is not the first collaborative venture between Vacheron Constantin and Richards. In 2019, the brand commemorated his extraordinary journey with a special edition Overseas Dual Time watch, which Richards wore during his historic Mount Everest ascent. This previous collaboration underscored the shared ethos of brand and ambassador, cementing the connection between adventure, artistic vision, and Swiss watchmaking precision.

As Vacheron Constantin continues to define its legacy of excellence, the ‘One of Not Many’ campaign powerfully articulates the brand’s commitment to timeless luxury that resonates with individuals who chart their own extraordinary paths.

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