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Swatch Watch, Elizabeth Taylor, a New Energy-Health Drink and Corporate Portraits

by Gary Bernstein


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Summary : Over the years I've seen a lot of products before they were commercially available. I've launched such campaigns as the 1980 Ford Mustang; Elizabeth Taylor's Passion Perfume; Sasson, and Swatchwatch to name a few.

Over the years I've seen a lot of products before they were commercially available. I've launched such campaigns as the 1980 Ford Mustang; Elizabeth Taylor's Passion Perfume; Sasson, and Swatchwatch to name a few.

I like to see and play with the products before I shoot them. Yes, they sent out 3 Ford Mustangs for the shoot ;).

I remember getting the call from the president of Swatch Watch in Switzerland which stands for Swiss Watch, by the way. He asked that I create a monthly celebrity campaign for his new line of plastic (at that time truly disposable) watches. I didn't believe it-a disposable watch? Was he kidding? He didn't really think those things would sell did he? Hey, I was wrong - very wrong.

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