EBEL unveils a new worldwide advertising campaign that is leaving its own indelible imprint on a world where time, art and material unite to form an indivisible whole. A unique signature that shapes time and crystallizes creativity.

For Ebel President and Creative Director Marc Michel-Amadry, "this campaign reflects our brand's fundamental values: elegance, sophistication, refinement, and natural beauty. It expresses a concern for detail and exceptional expertise. It has been created with passion and enthusiasm, governed by the same sense of perfection and dedication as that which drives our master-watchmakers in our Swiss workshops".

Staged by photographer Mitchell Feinberg and sculptor and model-maker Alain Roussel, the advertising campaign pays tribute to the heritage and the constantly renewed inspiration characterizing the brand since 1911. EBEL watches take possession of materials to the extent of imprinting their outlines in them like tangible traces testifying to the brand's inimitable know-how and creativity.

According to Mitchell Feinberg, this campaign stems from a wealth of authentic creativity: "working for EBEL is one of the rare opportunities I have had of being completely integrated within a project. We had to hire model-makers and to develop various techniques. I really had a sense of being 100% involved. We sought to infuse the images with the spirit of architecture and sculpture. To create visuals that would exude powerful inspiration, which would not be simply watch photos and that would say far more than just "this is a beautiful object.".

Created by the Parisian agency Publicis ETNous, which specializes in luxury brand communication, the campaign will be launched worldwide in April 2010. According to the agency Director Jean-Christophe Herail, "the idea was to create a unique form of expression. Working with materials, the principal source of inspiration in architecture, was a natural and obvious choice. We immediately thought of Mitchell Feinberg because we were impressed by the unique way he has of sublimating matter."

In a nod to EBEL's 1980s adverts, the campaign portrays the philosophy of the Architects of Time by modeling raw material in order to compose watches destined to find their way through the ages. In watchmaking as in architecture, the most memorable works are built on a subtle blend of technical mastery, aesthetics and passion. They are nurtured by the enthusiasm and the visionary spirit of their creators.

At the heart of the visuals lie time, art and matter - the very inspiration that has accompanied the brand for almost 100 years. Slate, plaster, water, sand and silk lend their natural textures to the Architects of Time in giving shape to the brand's emblematic lines. Crafted in the raw material shaped by the watch models, the imprints have been fine-tuned by hand with tools reminiscent of those deftly handled by watchmakers in perfecting the finishing of their timepieces.

1911 Collection engraved in slate
Sophisticated, masculine, sculptural. The 1911 line has chosen slate to immortalize its strength of character. A noble and stable material cherished by architects, this rock perfectly embodies the spirit of the 1911 watches, with which it shares the qualities of resistance and endurance. It lends its intense, layered aesthetic to a powerful and athletic collection.

The model was made from a 60 kg block of slate from the Trélazé mines in the Loire region of France , reputed for centuries to be one of the largest French deposits. Slate is extracted there from as much as 480 meters underground, at the heart of an incomparably pure rock believed to date back over 450 million years.

EBEL Classic Sport Collection sculpted from plaster
The EBEL Classic Sport line conveys a sense of energy and ardor. Its design enshrines a spirit of determination and dynamism. This sporty, youthful model has found in plaster an ideal material to highlight its vigorous contours.

The plaster powder covering the watch model was meticulously crafted with a knife in order to smooth out the surfaces. Special plates beneath the plaster were delicately shifted in order to create a depth effect: by acting like tectonic plates, they have engendered cracks and fissures that instill a sense of vibrancy into this still-life picture.

Beluga Collection distilled drop by drop
Fresh, crystal-clear water. Delicate dewdrops revealing the feminine curves of the Beluga watch. The beautiful model gradually takes shape in all its graceful and generous suppleness, magnificently illuminated by the damply shimmering effect. One can even make out some of the diamonds adorning its case.

Sprayed onto a moisture-repellent surface, water is transformed into countless voluptuous drops with rounded curves of bracelet links. The light caressing them delicately symbolizes the entirely polished finishing of Beluga watches and the reflections subtly evoke the natural mother-of-pearl adorning certain dials.

EBEL Classic Collection nestled in sand
Playing over the sand, the wind has left wave-like imprints that ripple toward infinity. They swirl across the EBEL Classic watch, accentuating the legendary flexibility of its wave-shaped bracelet.

Made from a mixture of resin and sand, the watch model was placed on a sieve covered with sand, hand-grooved and delicately immersed in water to achieve the desired effect. What other material could better evoke this timeless icon? Like the EBEL Classic watch itself, sand speaks of eternal renewal and of sensuality.

Brasilia Collection draped in silk
Brasilia has chosen the intimacy of a silk garment to reveal its natural beauty. The soft fabric clothes the body of the watch, as if draping time in a veil of carefree lightness. It literally begs to be touched.

Beneath its majestic folds, the watch retains a hint of mystery. like an invitation to discover femininity. It allows the flowing silk to mold its soft, sensual curves like a second skin.