TIME'S TIKTOKING

Christopher Ward's 'Time's TikToking' campaign addresses the growing trend of 'speed-watching' among young people, where content is consumed at an accelerated pace, often compromising its integrity. As a watch brand, Christopher Ward saw this as an opportunity to help young people rediscover the value of time. The idea was to slow down the digital world by partnering with influencers to create intentionally slowed-down content on TikTok. The goal was to ensure that when viewers 'speed-watch' these videos, they play at normal speed, preserving the essence and message. Influencers across the UK created hundreds of slowed-down videos, shared under the hashtag #TimesTikToking. This campaign empowered Gen Z to become the ultimate advocates for time.