CHRIST

For over 160 years, CHRIST has been synonymous with the fascination of jewellery and watches. With over 200 stores, numerous private-label brands and a long tradition as the "jeweller for life", the brand shapes the image of the German jewellery market. This leading role needed to be further expanded through a holistic, cross-channel marketing and communication strategy – while always making the elegance, quality and emotional radiance of the CHRIST brand tangible.

To ensure efficiency, flexibility and design consistency, all marketing and advertising activities were bundled under one roof. From strategic brand management to attention-grabbing campaigns to digital transformation, a coherent system emerged that strengthened and developed CHRIST as a brand in every facet.

In execution, the full range of modern brand communication was drawn upon: elaborately staged annual and themed catalogues, striking print ad and citylight campaigns. Monthly rotating POS promotions and tailored mailings underlined the brand's value in direct contact with customers, while corporate films and digital channels opened up new experience worlds.

With the concept and development of the website and the establishment of social media channels such as Facebook, Instagram and YouTube, the brand was successfully carried into the digital space. Alongside this, new private-label brands were created, expanding the portfolio in both content and visual terms.

A comprehensive multi-channel campaign with its own claim, anniversary logo, microsite and a variety of special promotional formats celebrated the 150th anniversary, without losing sight of a modern ambition. The staging combined history and the present into a powerful statement for the brand's future.

The result: a consistent, emotionally charged brand presence that not only underlines the position as market leader, but continuously recharges it – across every channel, approachable for customers and distinctive in the market.