Evoke helped SM-ART NFT generate 189.5M total global audience reach for the first NFT of a Patek Philippe watch, supporting a successful auction that achieved the client’s monetary target.
The Mandate
The launch of the first NFT of a Patek Philippe watch sat at the intersection of luxury collecting, Web3 commerce, digital culture and auction storytelling.
The client needed a global campaign that could make the story credible, visible and desirable across very different audiences: luxury collectors, watch enthusiasts, NFT buyers, crypto communities, lifestyle media and mainstream business publications.
Evoke’s role was to create the launch strategy, PR visibility, digital amplification and cultural momentum needed to support the auction.
The Challenge
The challenge was category translation.
Luxury watch collectors and NFT audiences do not always speak the same language. One values provenance, scarcity, craftsmanship and legacy. The other values digital ownership, first-mover advantage, community and innovation.
The campaign had to bridge both worlds without weakening either. It needed to make the NFT feel legitimate to luxury audiences and exciting to Web3 communities.
The Strategy
Evoke positioned the auction as a global first — not simply an NFT listing, but a cultural moment linking one of the world’s most recognisable watch names with the emerging future of digital ownership.
The strategy focused on scarcity, innovation, luxury credibility and media visibility. By combining global PR with Web3 community amplification and high-impact digital advertising, the campaign created attention across both specialist and mainstream channels.
A key visibility moment was securing exposure on the main digital billboard in Times Square, giving the auction a highly visible global-stage presence.
