ToyWatch, created in 2006, is an Italian designer horology house that specializes in timepieces that take inspiration from its luxe cousins. ToyWatch is unexpected, arresting, irreverent and a tongue-in-cheek anti-luxury statement in a culture driven by luxury. Catering to a clientele with a taste for fashion and appetite for the cult, ToyWatch is also highly coveted by celebrities the likes of Oprah Winfrey, Sylvester Stallone, Michael Jordan, Leonardo DiCaprio, Madonna, Al Gore, Charlize Theron. TOYWATCH has become the “it” timepiece and a “must-have” among style influentials and tastemakers. The timepieces have also been featured on Oprah's 'Favorite Things' list, and The Ellen DeGeneres show. In the U.S., ToyWatches are only sold in luxury department stores such as Bergdorf Goodman, Neiman Marcus and Saks Fifth Avenue. It is estimated that 50,000 ToyWatches have been sold for the first 3 months in the U.S. market.

Using Miyota Quartz Movement, these watches are both pioneering and indispensable. They use a mix of materials, from classical steel to high-strength, ultra light, high-tech polycarbonate. ToyWatch can be found worldwide in over 2000 stores today. Points of sale include cities like Milan, Rome, Venice, Florence, Forte dei Marmi in Italy as well as New York, Hong Kong, London and Paris. It has two stores in Singapore today, with VivoCity being the newest to date.


PUBLICIST PR was appointed by TOYWATCH in 2012 to oversee the launch of the online shopping platform. The agency launched a media campaign focused on the digital media promotion to introduce them to TOYWATCH and the products available.


On the digital platform, Publicist managed ToyWatch Singapore’s Facebook page by engaging fans and conducting contest campaigns. Publicist also does daily postings on ToyWatch Facebook page to keep the page active and interact with ToyWatch fans.  Daily postings on ToyWatch Facebook page include instagram images of ToyWatch which fans themselves took, ToyWatch collection news and myths and facts about watches. Publicist also shared ToyWatch daily postings on other Facebook pages to tap onto their fanbase, such as VivoCity Singapore & ION Singapore, as these are where ToyWatch retails at. The Facebook cover art of ToyWatch Facebook page is also constantly updated by Publicist to keep up with ToyWatch Singapore’s promotions. 

Media clippings were also uploaded consistently onto an album called ToyWatch in the Media!. Garnering greater awareness and buzz on the digital platform, ToyWatch Singapore has seen an increased in the number of LIKES on its Facebook page to 679 as of July 2012.

ToyWatch Velvety Pastel Contest

An example of a ToyWatch contest is the ToyWatch Velvety Pastel Watch giveaway in July 2012. ToyWatch fans were encouraged to comment on their favourite ToyWatch Velvety Pastel watch and one lucky winner will win away with their favourite ToyWatch Velvety Pastel.  This contest saw a total of more than 200 participants. The virality of this post was 6.09% and it reached out to 3,483 users on Facebook.

ToyWatch Twitter Account

ToyWatch Singapore Facebook page is also linked to ToyWatch Singapore’s Twitter account (@ToyWatchSG).

@ToyWatchSG has a total of 110 followers as of July 2012 and is following 349 Twitter users. Users whom @ToyWatchSG follows include fashion and beauty bloggers, magazines and prominent celebrities. This is to encourage them to retweet @ToyWatchSG’s tweet and help spread the word for ToyWatch Singapore. This also ensures that ToyWatch Singapore is able to tap onto these twitter accounts with a large fanbase and to obtain as much publicity as possible.