McSpedden Carey co-founder Bani McSpedden to launch dedicated to watches

FFX Watch Event-2428.jpgBani McSpedden, former creative director of award-winning advertising agency McSpedden Carey, which he co-founded with author Peter Carey, is launching Australia's first independent, authorative website dedicated to watches,

McSpedden (left), who is now Fairfax Media and The Australian Financial Review's watch editor has joined forces with Fairfax Media and the AFR to create the website. The site launches in October. will build on the AFR Magazine's unparalleled reputation for covering the watch sector with integrity, style and substance.
Over the past nine years AFR Magazine's watch coverage has expanded to include two watch issues a year and a monthly column written by McSpedden. The latest Watch issue, out in the August AFR Magazine this Friday, is the biggest yet at 52 pages.

Says McSpedden: "The AFR Magazine has led coverage of the watch sector in Australia. Expanding our online presence is a natural extension of that." will feature a number of content firsts in Australia including watch video reviews, interviews with industry leaders and personalities, the latest news, events and commentary and dedicated brand sections. As he does for the AFR Magazine, McSpedden will take a global approach to the sector, covering the annual watch fairs in Basel and Geneva and events across the region as well as at home.

The impetus for the site has been strong growth in Australia's luxury watch market, increasing at 13 per cent a year, and the fact that many people looking to purchase a watch research online before they buy. It is expected that $226 million worth of watches will be imported into Australia from Switzerland this year.

Says Sean Aylmer, Fairfax Media director of news and business: "For the past decade the AFR Magazine has defined mass coverage of the luxury watch market in Australia and the local luxury market is growing, with 85 per cent of our readers intending to buy a watch worth $4,000 or more. will also deliver to advertisers the opportunity to speak to a premium and informed audience via a unique and multi-layered platform."

Advertisers will be able to be part of in a variety of ways, including sponsorship of premium branded sections in which they will enjoy a 100 per cent share of voice. was announced on Wednesday night at an event held at Glass Brasserie in Sydney, hosted by Aylmer, AFR Magazine editor Katrina Strickland and McSpedden. Guests included Rolex Australia general manager Patrick Boutellier, Vacheron Constantin brand manager Vincent Couche, Cartier managing director Isabelle About, Dior general manager Mark Browne and Gucci managing director Helen Koo.


Watch out people said:

Bani is one of the greats of Australian advertising. From his watch to his clothing to his car to the ink in his pen - he epitomises style. Good luck Bani!

Old CD Guy said:

He's come a long way from the Flying McSpeddens.

Time said:

Clearly too much time on his hands....
I thank you.

Thumping Tum said:

He had a bristle mullet before anyone else (except rock stars).

ShantyO said:

How does one become a brand listed on your site?

Thank you for your consideration.

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