Sekonda launches Gen Z marketing campaign for watches and wearables

British watch brand Sekonda has launched a new integrated marketing campaign titled ‘any. second. now.’ designed to appeal to the Gen Z demographic. Developed in partnership with VCCP Blue and VCCP Media, the campaign seeks to position Sekonda’s timepieces and smart wearables as affordable, stylish essentials rather than traditional status symbols.

The campaign features six short films directed by Jack Kenyon, which focus on everyday moments of anticipation. In addition to promoting traditional watches, the initiative marks the launch of Sekonda’s new smart ring, aiming to increase consumer awareness of wearable technology benefits such as heart rate monitoring and cycle tracking.