Launching Paulin’s First Dive Watch In-Person and In-Style
The Concept
We teamed up with Paulin to celebrate the launch of their first dive watch, the Mara, and felt our Windup Watch Shop Brooklyn showroom was the perfect stage. Paulin wanted the Mara to be seen, felt, and discussed—especially among people who care deeply about dive watches, design details, and adventure. With rugged specs (300m water resistance, playful geometric markers, domed sapphire bezels in bold colors) and a story rooted in Scotland’s shores, the vision was to present the Mara not just as another product, but as a personality-filled diver with serious chops.
The Solution
We created an event that blended style, experience, and community. The showroom was dressed with imagery of Scotland’s beaches, Land Rovers, underwater scenes—visual cues that put guests into the world from which the Mara draws inspiration. We set up a whisky tasting station, brought Paulin designer Katie Muir and Jason Heaton in so people could mingle and hear first-hand stories of testing and design. Then we arranged for an exclusive Q&A with Jason Heaton—diver, journalist, podcaster (The Grey NATO), author (The Tusker Novels), and Explorers Club member—hosted by our Head of Partnerships, Kyle Snarr, covering everything from first impressions, to the Mara’s ideal use cases, to dive-watch heritage.
The Results
The evening was a success. The Mara caught quite a bit of admiration—clean case, bold markers, personality in every detail—and people seemed excited both on sight and in conversation. It wasn’t just about viewing a watch; it was about feeling its story. Fans of Paulin, The Grey NATO listeners, and collectors all turned up, sharing impressions, stories, and appreciation for how the Mara stands apart while respecting dive-watch traditions. For us, it reinforced what our Brooklyn showroom can do: make launches feel personal and authentic, not just glossy. It also reaffirmed that when design, storytelling, and community converge, you don’t just launch a product—you create an experience.
Read more here.
