Bulova relaunches in Hong Kong, China

Swiss watch brand Bulova has relaunched itself in China and Hong

Kong with a campaign created by Hong Kong-based creative boutique 2 Way

Street, which features up-and-coming Taiwanese singer Wang Lee Hon.

2 Way Street director/CD Margaret Tsui said Wang - who wrote the TVC

theme song - was selected because his profile matched the relaunch theme

for Bulova: "individual style, with substance". The campaign features

the five elements of earth, gold, wood, fire and water, around which the

new Bulova designs were launched.

Spicy Films director Ken Chung shot the TVC in Shanghai; the spot was

also reworked in conjunction with Sony for use on MTV.

The campaign includes bus shelter ads and posters; 2 Way Street also

designed the CD cover - Wang released the theme song for the commercial

as a single.