A limited edition watch deserves a limited edition launch — across 5 cities, 1 brand director, and 47 hand-picked KOLs.
Daniel Wellington wanted to introduce its Iconic Vietnam Edition watch with maximum cultural resonance — not as a global product launch translated into Vietnamese, but as a story rooted in HCMC street culture.
The challenge: balance the brand's minimalist Scandinavian DNA with vibrant Vietnamese aesthetic — and deliver a 5-city press tour in 14 days.
We designed the launch as a curated 5-city gallery experience — each venue an art installation rather than a press conference. Watches were displayed as objects of craft, surrounded by Vietnamese contemporary art commissioned for the occasion.
47 KOLs were hand-picked for cultural alignment over follower count. Each received a personalized invitation, a behind-the-scenes preview, and direct interview access to the brand director.
Vietnamese artists commissioned to create site-specific installations.
47 carefully selected voices instead of mass press release.
5-city tour in 14 days, building anticipation in each.
Delulu didn't just localize our launch — they made it feel Vietnamese in a way no agency had before. The KOL response was unprecedented.
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