A FISH OUT OF WATER

Accompanying the Freak Out’s release is Ulysse Nardin’s new # Freakmeout advertising campaign, which sees a lone shark exploring the urban environments of New York and Shanghai. The creature is seemingly out of its element, but remains fully at ease as it e ortlessly navigates the cities by swimming through them.

The choice of this apex predator was no idle one. Ulysse Nardin shares the shark’s association with the sea, and has used the shark motif in watches such as the Diver Chronograph Hammerhead Shark. In some sharks, the physiology also demands that they swim ceaselessly to pass oxygenated water over their gills to breathe — a do- or- die attitude that the brand understands and identifi es with. According to Ulysse Nardin CEO Patrick Pruniaux, the juxtaposition of a marine creature with an urban environment was meant to “surprise”, and to point to “a fresh and audacious perspective”.