Philippe Charriol's daughter is pitching in to promote a livelier campaign with a focus on real people LUXURY SWISS watch, jewellery and accessories brand Philippe Charriol has reinvented its public image this year, taking on a more vibrant, energetic feel aimed at a younger market. At the core of this transformation is a new advertising campaign and a new brand spokesperson - Charriol's vivacious blonde daughter Coralie. 'I have been living with this brand my whole life, so I thought who better to represent Charriol than me?' she said at a cocktail reception held at BaselWorld to launch the campaign. Taking a major change in direction from the brand's previous heavily product-oriented advertising, the new campaign focuses on the human aspect to portray the brand as a lifestyle choice. But Ms Charriol, 27, said she wanted the campaign to appear as genuine as possible, so she asked friends and people from her social set to appear with her in the publicity shots. 'I didn't want to get models. I wanted to get real people our customers could relate to,' she said. 'I wanted to bring the concept of reality television to advertising and put real people in real situations.' In line with this livelier image, Charriol is taking a walk on the wild side with its leading new watch for this year: the Kucha. Designed for ladies who like to roar, Kucha takes its name from the Swahili word for claw. Its case is hugged by four stylised talons curling in from the corners. Coming in tonneau or square versions, the watch is available in two sizes: a genteel ladies' style or a larger version for added effect. Accentuating the African theme, Kucha's straps are available in animal-print horse hair or a scaly leather made from the skin of a Nile River fish. Diamond settings give the option to juxtapose all this with a touch of glamour. Kucha should be in Charriol's Hong Kong outlets by the end of October. Also new for this year is the Darling watch, which takes a more traditional, romantic approach to femininity. A simple horizontal oval watch set on a strap of Charriol's signature steel cable bracelet, the Darling is designed with smooth, rounded lines to create a classically elegant look. This is completed with a mother-of-pearl dial that is available in blue, white or pink. By playing with either Arabic or Roman numerals, the designers created two different moods for the watch. For a more luxurious finish, a diamond bezel version is also being produced. The brand's Hong Kong marketing manager, Danny Chau Wai-yee, said this design was exactly what the brand's core market was looking for. 'We represent an international luxury brand but we offer a very affordable range of products to our end customers,' Mr Chau said. 'Basically, we mainly target office ladies who are looking for trendy pieces that are not too formal and can be used in many different occasions.' Continuing the classic theme, Charriol's popular Alexandre line has been given a new look for this year. Named after Philippe Charriol's son, a New York-based artist, the watch has a retro feel this year harking back to the 1950s and '60s. The shape - a circular dial set inside a rounded square - comes from one of Alexandre Charriol's lines of paintings. The new version comes in three sizes - small, large and extra large - allowing this unisex design to appeal both to the brand's core feminine market and also to male customers. One of the stars of last year's collection, the Actor watch, is also designed to be attractive to both sexes. This range, which includes an automatic and a chronograph automatic, is helping the brand increase its draw in male circles. The new Actor Chrono XL Automatic is a massive watch by anyone's standards that moves Charriol considerably up the size scale. Introducing the 'Milanais' steel bracelet - a soft, tight-knit mesh of loops reminiscent of chain mail - to the Actor XL Automatic gives it a sleek, sophisticated finish. 'As you can see from our slogan, L'art de vivre la difference, we feel we have a mission to introduce to people the art of living differently.' This philosophy came directly from the company founder's approach to life, he said. 'Philippe Charriol has a range of interests, from his art foundation to sports and motor racing. He wants to teach people how to appreciate quality of life.'