From legacy
to demand.
How Salming Watches built early demand for a limited edition 64,000 SEK(≈ 5,614 EUR) mechanical watch before launch.
The
challenge.
Salming Watches needed to create awareness, credibility and early demand for a premium limited-edition watch before the official launch. The campaign had to communicate both the emotional legacy of Börje Salming and the exclusivity of a high-end mechanical watch.
The strategy.
Storytelling
Build emotional connection around Börje Salming, the family story and the legacy behind the watch.
Product desire
Position the watch as a premium, limited-edition mechanical timepiece with strong visual appeal.
Early access
Drive qualified visitors to register for VIP access before the official launch.
Campaign
performance.
The campaign generated more than 1 million people reached, more than 35,000 link clicks and almost 800,000 engagements, while building a VIP list of 1,732 early-access registrations.
Efficient traffic
generation.
The traffic campaign created efficient high-volume traffic to the launch page, generating over 35,000 link clicks at an average cost of 1.56 SEK(≈ 0.14 EUR) per click.
High-volume
engagement.
The engagement campaign created strong interaction around the Salming Watches story, generating nearly 800,000 engagements at an average cost of 0.06 SEK(≈ 0.005 EUR).
Demand already
exceeds supply.
With only 1,148 watches available and 1,732 people registered for early access, demand already exceeds the available edition size before launch.
73.5 MSEK
potential product value.
≈ 6,4 MEUR
From awareness
to launch demand.
The campaign successfully transformed the Salming Watches launch from a product introduction into a high-demand limited-edition release, combining heritage, premium positioning and efficient Meta performance.