Sekonda utilises modelling contest for campaign

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Watch brand to feature in Britain & Irelands’s Next Top Model TV show.

Sekonda has announced a collabortation with the new telelvision series of modelling competition Britain & Ireland’s Next Top Model, which will provide key promotional material for the brand’s Partytime collection.

The watch brand is the first in the new series to task the model hopefuls with their first professional photo shoot, which will focus on Sekonda’s range of colourful ladies’ Partytime watches.

The shoot, which will be televised later this summer, will also be used for promotion of the Partytime watches. Selected model shots will be featured nationwide, exclusively across jewellery and watch retailer H.Samuel. In a twist on the typical way of wearing a wristwatch, the shoot stylist – Sara Hassan – styled multiples of the watches on the girls, fastening them together as chokers, garters, necklaces, belts, hair accessories or stacking them up the arm.

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The shoot was overseen by judges including fashion designer Julien Macdonald, stylist Grace Woodward and long-time Seksy by Sekonda model Tess Montgomery, Sekonda kept a keen eye on getting the right shot, looking for "the essence of the Partytime collection: energy, attitude and most of all fun."
 
Sekonda commercial manager, Helen Carnall, said: "Britain & Ireland’s Next Top Model is the perfect platform for Partytime watches, which are designed to be fun and encourage people to express themselves and experiment with colour. We’re delighted that the girls did such a great job of reflecting this whilst being mindful of the reality of a commercial product shoot. We’re looking forward to sharing the results with the public when the show airs and within H.Samuel stores nationwide this summer."

Earlier this year the Baby G range by Casio announced former Britain’s Next Top Model (BNTM) contestant Joy McLaren as the face of its brand, following a similar shoot based in Malaysia where models strutted their studd while wearing the tough-looking fashion watches.

The new Sekonda range of watches will retail from £29.99 and will be available at H.Samuel store.

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