Hong Kong’s Oriental Watch Company is unveiling a striking new campaign that encourages reflection on time, showcasing those whose work is rooted in devotion and craftsmanship. The ‘TAKE YOUR TIME with The Timekeepers’ campaign invites viewers to slow down and consider the beauty and significance of taking time to perfect a craft.

The campaign, created by Omelette Digital and produced by 3JBK Production, is a tribute to Hong Kong’s unsung heroes who work tirelessly, mastering their crafts over years of dedication. It is presented in three online video chapters, each featuring a ‘Timekeeper’ whose story is a testament to the devotion, patience, and effort required to excel.

The first individual spotlighted is Adonian Chan, a talented typeface designer who has spent more than a decade reimagining Hong Kong’s visual culture. His most notable achievement is digitizing the Hong Kong Beiwei Calligraphy, a project that elevates traditional calligraphy into the digital age. Chan’s painstaking efforts have gained recognition from both local and international art experts, and his work has been showcased in prominent publications and exhibitions. Reflecting on his process, Chan says, “Preserving Hong Kong’s visual culture requires time to study and understand the nuances, and reinterpret them to meet contemporary needs.”

Vivian Ho, another featured Timekeeper, has spent over a decade illustrating Hong Kong’s cityscape, capturing the city’s evolving landscape through her art. Despite the rise of artificial intelligence and quicker creation tools, Ho holds firm to the belief that true art requires time and effort. She emphasizes that only by dedicating time can one create something meaningful that reflects individuality. Ho’s work aims to inspire others to appreciate the beauty of Hong Kong, reminding them to slow down and notice the city’s unique charm.

Oriental Watch Company, which has been rooted in Hong Kong for over 50 years, is also featured as one of the Timekeepers in the campaign. The company, known for its exquisite timepieces, highlights its own dedication to craftsmanship, exemplified by long-time employees like Mr. Lam and Master Liu, who have been with the brand for 20 and 40 years, respectively. In the brand’s video, they reflect on the personal connections they’ve built with customers over the years, noting how timepieces serve as symbols of precious moments such as birthdays, anniversaries, and milestones.

Anthony Tsang, the head of marketing and digital for Greater China at Oriental Watch Company, comments, “Oriental Watch Company has been a part of countless customers’ life journeys since 1961, forming irreplaceable bonds along the way. Our goal with this campaign is to encourage everyone to continue moving at their own pace and master one pursuit with pure intention, just as the minute and second hands of a watch do amidst the currents of time.”

The campaign is further amplified through various media platforms, including TV commercials, outdoor advertising, and social media. Local influencers and independent platforms like Hong Kong Reminiscence and Being Hong Kong are collaborating to share these inspirational stories, amplifying the message of taking one’s time to achieve excellence.

Andrea Choi, creative director at Omelette Digital, adds, “In an age captivated by speed, our Timekeepers stand as true rebels. We take great pleasure in sharing their stories through the lens of time. We hope the ‘Take Your Time’ spirit will inspire more Hong Kongers to pause and breathe every now and then.”

The campaign highlights a powerful message: in a world obsessed with efficiency and instant results, true mastery requires time, patience, and unwavering commitment. Jarvis Wong, partner at Omelette Digital, explains, “AI is making creation faster than ever, but this campaign emphasizes the importance of long-term dedication from ‘Timekeepers’ who place their focus on excellence, despite society’s obsession with speed.”

Through this powerful storytelling initiative, Oriental Watch Company celebrates Hong Kong’s unsung heroes and encourages a collective reflection on the importance of taking time to master any craft. It is an invitation to honor the process and the individuals whose devotion has shaped Hong Kong’s cultural landscape.