Robert, Tan & Gao expands relationship with LVMH, scooping Zenith's branding AOR

RTG has been tasked to review the watchmaker's brand position in China, leading to a localized approach that will resonate with today’s affluent male and female watch enthusiasts, and ensure consistency across the brand’s marketing communications, retail, and product areas.

Angelito Tan (陈杰), co-founder of RTG, told Campaign Asia-Pacific that the consultancy will reach out to this affluent consumer spectrum through very targeted and exclusive VIP private functions, and high-end watch magazines in China such as Trends Time, IT Time, and Time & Art.

The founders of RTG, previously with Proximity Live, worked on corporate branding for LVMH's Watch and Jewellery China division on a project basis.

ZenithOptimedia is the media agency for LVMH.

Zenith has been in China since 2005. In addition to working with China’s top watch distributors, the luxury brand owns two stores in Shanghai and Wuhan.

“In RTG we have a partner with a very strong understanding of the luxury consumer and business environment in China," said Ping Ong, general manager of LVMH Watch & Jewelry China. "We have agreed on a local strategic approach that is squarely based on insights of China’s watch connoisseurs.”    

“It is an honor for Robert, Tan & Gao (RTG) to be a part of their China success, while expanding our work with the LVMH Group,” Tan said.

The Zenith brand was born in 1865 in Switzerland and was purchased by LVMH in 1999. As one of the oldest Swiss watch houses, Zenith's competitors are the likes of Jaeger-Le Coultre, Patek Philippe, Rolex, and Piaget.

Reported last month, US-based ready-to-wear brand Lafayette 148 New York is venturing into Asia with its first outpost in Shanghai and has engaged RTG to develop its China market-entry strategy.