Windup In A Lake and the Citizen 50th Anniversary Aqualand Dive

The Concept

Citizen wanted to celebrate the 40th anniversary of the original Aqualand, an iconic dive watch born in 1985 with bold design cues like its asymmetrical case and depth sensor. Partnering with us at Worn & Wound Creative Services, the goal was to bring that heritage to life—not just through nostalgia, but through a lived experience. We leaned into the idea of an ’80s-themed dive event on Lake Michigan, complete with retro flair, music, and community. More than just a photo shoot, we wanted to create an immersive moment that connected the past and present of dive culture.

The Solution

Working hand in hand with the Citizen team, we went all in. We styled and staged the limited-edition Aqualand alongside the original model, outfitted divers in wet and dry suits, and set the tone with a throwback soundtrack. When unexpected engine trouble forced us to pivot locations, we embraced the spontaneity, adjusting our visuals and story on the fly. We captured it all: divers descending on the tugwreck Tacoma, the watch’s gold-tone details glowing in the fading light, and the collective energy of enthusiasts soaking in that ’80s spirit. Our photography leaned into sharp contrasts—wet versus dry, past versus present, rugged dive moments versus lively celebrations above deck.

The Results

Even with the curveballs, the campaign was a success. The anniversary Aqualand looked completely at home in the water, and the response was immediate—people connected with the blend of authenticity, style, and storytelling both in person and online. The event reinforced Citizen’s reputation for building dive watches that are as iconic as they are functional. For us, it highlighted our ability to turn unexpected challenges into creative opportunities, and it proved once again that we thrive at producing adaptable, experiential campaigns that balance spectacle with real substance.

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