Hermes Sellier - Hermes Horologer Ad

I recently came across this very odd ad in a magazine. This ad is as far as I cant tell, is trying to sell a watch. The watch model being sold is called the Arceau Grande Lune and currently sells between 5000-6000 dollars. The watch company advertising their project is the a Swiss company which explains the odd title of the ad. Overall, this ad utilizes a few techniques and an appeal.

The appeal that this ad gets to is the appeal to one's need for prominence. This is evident in that Swiss watches are renowned for their craftsmanship. They are also known for being linked to high society and aristocratic life as well as extreme wealth. The fact that the watch being advertised costs around 6,000 dollars should also be noted and helps the appeal to prominence. 

The first technique I noticed was gestalt. I felt that this technique was evident in the random horse in the top picture. It raises the question of what the horse is doing in the ad seeing as it is a watch advertisement. However, the horse actually has a very interesting relevance. After researching the watch a bit more, I found out that it is supposed to be inspired by the hoof shaped portion of the stirrup. The entire watch design was meant to emulate the style in which the Paris Saddle makers produced their saddles.

Overall I feel that this ad is not especially effective. The lack of multiple techniques hinders it although the use of gestalt is used interestingly enough to grab the audiences attention but does nothing to convince the reader to buy the product.