Egard Watches is a relative newbie in the timepiece game (2012) but it’s become surprisingly famous by taking a pop at Gillette’s now-notorious “toxic masculinity” ad. This purported to present a new view of men, suitable for the #MeToo era.
According to Egard blokes aren’t that bad really.
Actually they’re both arguing the same point, Procter & Gamble’s Gillette and agency Grey rather clumsily.
Will the publicity do Gillette some good regardless?
No idea. But Egard has sold out and now has a backlog of orders.