Alexander Awards – Spotlight on the Watch Industry’s Communications
Do good and talk about it. Few phrases capture the art of watchmaking better: a discipline brimming with precision, creativity, and cultural depth—crafted by manufacturers who have been striving for perfection for generations. But excellence alone is no longer enough today. It must be shared, showcased, and brought to life.
This is exactly where the Alexander Awards come in. Launched by Time-to-Watches founder Christian Wipfli, the award shines a spotlight for the first time on those who give a voice to the art of watchmaking—through images, stories, campaigns, and experiences.
After all, in a world of constant sensory overload, it is no longer just technology and design that determine a watch’s success. It is storytelling, visual impact, and creative formats that shape perceptions and spark desire.
And yet, until now, this key sector has lacked a platform of its own. The Alexander Awards fill this gap—and see themselves not merely as a competition, but as a platform for exchange, inspiration, and networking within the industry.
The name was chosen deliberately: Inspired by Alexander the Great, it stands for visionary thinking, strategic reach, and cultural influence across borders—values that also shape the communication of leading watch brands today.
The awards ceremony will take place on December 2 in Geneva and will bring together brands, agencies, creatives, and media professionals who are shaping the future of watch communication.
Awards are given for outstanding work in eight categories:
- Campaigns
- Digital & Social Content
- Photography
- Video
- Experiences
- Collaborations & Influence
- Responsible Initiatives
- Technological Innovation
In addition, “The Great!” will be awarded to the most impressive project of the year—regardless of category, but with maximum impact. Another focus is on participation and emerging talent: The “Public Choice Award” honors the work that attracts the largest audience, while the “Young Talent” category gives young creatives from communication, marketing, and design schools the opportunity to showcase their visions.
Or, as founder Christian Wipfli puts it: “The Alexander Awards are a ‘competition, gathering, and tribute to all those who give the art of watchmaking its voice and significance today.’”
