INFANTRY | PR & Marketing
Client Background
INFANTRY is a watch brand known for pop-culture collaborations that connect with Hong Kong collectors and fans.
Execution Strategy
We built each launch around fans' nostalgia, highlighting official licensing, character details and collectability to earn media coverage and social buzz.
- Future GPX Cyber Formula -
The 1990s Japanese anime Future GPX Cyber Formula captivated audiences across Hong Kong. For its 30th anniversary, INFANTRY was officially licensed by Japan's SUNRISE to launch a 30th anniversary racing watch featuring Hayato Kazami and his car Asurada, including Asurada's signature colours and logo. A must-have for fans!
- Hong Kong's first blind-box watches -
INFANTRY collaborated with Old Master Q to launch a blind-box watch series celebrating Mr Wong Chak's 70th birthday, designed by TINY, a toy maker focused on Hong Kong stories, together with renowned Hong Kong multimedia figure designer Danny Chan.
The series includes 12 watches featuring comic characters such as Old Master Q, Big Potato, Mr Chin and Miss Chan, bringing back plenty of memories for Hongkongers.
- Dual Time -
INFANTRY's Dual Time series displays two time zones at once, perfect for people travelling between cities.
