Summer’s here

Since the last time we updated our HMS16 journey we’ve celebrated our 9th birthday, in a whirl of client assignments, pitches, global roadshows and exciting start-up collaborations.

It’s time to reflect on the first six months of 2025 and the good vibes of international growth despite the cross winds of war, Trump and trade challenges.

HMS16 has spread its wings and now operates in London, LA and Berlin, with a full-service integrated, digital first marketing offer, based on sound strategic ideas that capture the essence of each brand that we are lucky enough to work on at www.HMS16.com

 

And on that note, it’s great to have Larissa Sophie Römer join us in Berlin, where she is handling all things Europe for BMR in particular, and HMS16 in general. Welcome aboard Larissa.

 

Watches & Wonders

The spring sunshine caught everyone by surprise as we took in perhaps the most spectacular watch event of modern times. Even Time for Watches moved from the suburbs to the centre at PaleExpo!!

Rolex stole the show with the Land Dweller and TAG’s move to dominate Formula1 set the scene for a great 2 days of Glastonbury meets horology. 

Our client, HYT Watches www.hytwatches.com continues to disrupt the category with its audacious T1 and now S1. ‘Challenge Everything’ encapsulates their ambition and drive, as the world’s only fluidic watch.

Great catching up with old friends and new, delighted to see Marathon, Lorige, Breva, Fears and AWAKE, plus meet up with Extropian, the brainchild of Max Bertin-Mourot, one of our visionary clients.

New business wins

BENRUS

With a good few years of working in watch marketing behind us, we are delighted to be working with the BENRUS leadership team to resurrect an American icon and launch the next chapter in its rich history. Working across social and other digital platforms BENRUS captures the genuine spirit of the America we all know and love and we are looking forward to revealing the first new creative work in the Autumn www.benrus.com

DOMAINE PICHARD

Deep in Southwest France , the Domaine is nestled in a unique microclimate in the foothills of the Pyrenees. The sublime wines had crafted by the family owners win accolades from the wine press and leading resellers such as Berry Bros & Rudd. The Wine Society has trailblazed the amazing reds into the UK with the Signature and Cuvee ranges. HMS16 has been assigned to create a new brand narrative, new content, and engage the trade. It will be some late summer party with DP serving the wine www.domainepichard.com

9 LAKES OF EAST TENNESSEE

Everyone’s heard of Tennessee, but nobody’s heard of 9 Lakes! And that’s what we’ve been asked to help change.

With its beautiful mix of unspoiled nature, culture, music, history and genuine Southern hospitality (yes it’s true) we have been asked to

build a clear and coherent brand platform and a comms campaign that engages gets customers and the trade in the UK wanting to know more. We were lucky enough to spend a few days meeting the people and seeing exactly what’s on offer. The answer is...plenty! www.easttnvacations.com

BMR HITS THE ROAD 

The wellness boom continues worldwide, and health is the new wealth with global spending surging to $1.4 trillion. The first half of 2025 has seen us co-ordinate launch events for Buff Medical Resort in London, Doha, Dubai, New York, Singapore and the DACH markets. Culminating in an extravaganza at an exclusive venue in The Hamptons in mid-July.

This gave us a chance to engage with our global network of re-sellers, media and strategic partners, and spread the word about healthcare like no other www.buff-medical-resort.com

CRESS GOES LARGE

The Cress journey has been fast and furious since our first meetings with Carl and the team in late 2024. Spring saw us in Disbury working with the local theatre school to create the first ‘Did you know?’ series of films for social. September will see the second series go online, as the kids go back to school. 

The team continue to roll out the Cress online shop plug and play module and are signing up schools at an incredible rate. Carl & team have been won numerous eco, sustainability and entrepreneurial awards and now need a bigger trophy cabinet! Watch this space for the next CRESS move! www.wearecress.com

Signing out now. Wherever you find yourself this summer, may the sun be warm and the beers cold.

Travel’s taking off again

 
 

ATM Dubai is the show that used to sit between the two big ones, ITB in Berlin and WTM in London, the junior show focussed on the Middle East and the Gulf.

Not anymore, ATM is now a four day extravaganza, visited by 46,000 travel folks from over 160 countries, that’s 15% up on the 2023 numbers. It’s fast becoming the event where new brands are launched and industry news and innovations are showcased. 

For those of you who didn’t make the trip to Dubai and a balmy 34C, here is a quick overview of the main themes and interesting propositions. 

Innovation

The future for travel has never looked so strong, huge numbers are travelling via UK airports and bookings for Summer 2024 are at record highs.

The travel industry has got really good at crafting their stories, raising standards and tapping into the importance of EXPERIENCES over the usual beach getaway, for a growing band of travellers.

This show has blossomed from a regional show into a global show, the European pavilion full of interesting brands and stunning locations.

Our own client, The Delphina Group in Sardinia, is suddenly seeing the influx of Dubai residents into Sardinia, due to the innovative partnership with Fly Dubai, connecting the island to city over the summer www.delphinahotels.co.uk

Innovation is also coming to the residential space too, with multiple fashion and lifestyle brands lending their names to property developers in Dubai. Brand including Bulgari, Cavalli, Armani, Bugatti, Aston Martin, Bentley and Franck Mueller are already there, Mercedes and Lamborghini will be close behind.

I did hear that a new development on the Palm has already pre-sold the penthouse in excess of 100m USD.

Saudi Arabia wins the gold star with a raft of amazing new developments, defying gravity and engineering logic, innovating at a pace second to none. Neom, The Line, Red Sea resort and skiing in Trojan are all on offer.

It’s also great to find innovation at a more accessible level. Nestled inland in Sardinia we found Su Gologone, a boutique ‘experience hotel’ where guests can learn to cook, bake, make ceramics, paint and create in the national park. Each room has artworks created by the owner. Americans and Northern Europeans in particular love the innovation and rich experiential approach.

Premiumisation

We have been involved in bids to launch helicopter brands in both the Maldives and Mauritius in the past with some ambitious flyers, and it’s good to see we were on the right track as I discovered Corail Helicopters, based in Mauritius and now delivering customers across the island, in European helicopters, avoiding long transfers and twisty roads www.corailhelico-mu.com

Beond is another new service, providing a private jet experience complete with flat bed for customers flying to the Indian Ocean from Dubai www.flybeond.com

Across the big carriers, Emirates, Singapore and BA, we are seeing an incredible investment in first and business class suites, with no upper limit.

And it’s great to see innovation and a premium service from Global Airlines muscling in, who will use A380s to bring back glamour to the economy experience www.globalairlines.com

What’s next?

The future for travel looks rosy, with the overwhelming desire to get back out there post Covid19.

Watch the rise of Ras Al-Khaimah as it brings the Wynn Group to the Gulf, plus a raft of new hotel developments and infrastructure projects. A casino in the desert is very disruptive and will generate an unprecedented boom in the UAE’s new kid on the block.

Driverless airborne taxis. mega towers, ski resorts in the desert and moon tourism are all to come, helping the industry shine brighter than ever.

We all want SAF sooner than later, electric flight, tidal, wind and solar, to power sustainability and make it the focus and heart of future tourism. 

I was lucky enough to take the new night train from Prague to Brussels courtesy of European Sleeper, surely trains will become a big part of the solution www.europeansleeper.eu

One thing for sure, you will always discover something worth talking about at ATM.

Feel free to contact me if you want to find out more.

 Richard Hammond – Client Partner, HMS16 www.hms16.com

richard.hammond@hms16.com

Spring Awakenings

With lighter mornings and longer evenings upon us at last, it’s a relief to wave goodbye to winter and look forward to brighter days ahead. At HMS16 we’re noticing green shoots everywhere and our clients are certainly feeling reenergised for Spring.

Up in Manchester, the preloved, sustainable children’s clothing movement gathers pace. Cress are welcoming new users and sustainable small business partners every day, and getting real traction with their initiative programme, including an ongoing collaboration with the PTA via Parentkind, and fun events such as the World’s First Children’s Sustainable Fashion Show. As creative partners, we feel privileged to help shape the content and growth strategy for 2024 and beyond. Check out www.wearecress.com and see what’s happening.

Over in Switzerland, we’re on the edge of our seats as we await the launch of a new collection of HYT watches that push the boundaries of horological innovation and continue to ‘CHALLENGE EVERYTHING’. Looking forward to the big reveal at Watches and Wonders in April. In the meantime, our teaser film can be found at www.hytwatches.com

1,000km away, the world’s travel industry gathered in Berlin for ITB. And we joined them to support our clients in the sector and see the incredible explosion of new products and destinations, together with the continuing trend towards experiential, sustainable travel over ‘fly and flop’.

And this week sees the launch of the new extended Brussels-Prague route for the European Sleeper train service. Great to be on board the inaugural overnight journey. You can read all about it here

Closer to home, Jersey Honey continues to actively support and champion the bees and beekeepers on the island, working to grow the community and educate on the importance of bees in our ever more delicate eco-system. And now, it has taken a giant leap forward, going from the premium brand on the island, to valued partner of Blue Diamond, the UK’s leading retailer in the garden and home sector.

Finally, we’d like to say congratulations to Sofia Lee, our super-charged intern from Boston University, who has just been selected to join Arnold Worldwide’s Junior Fellowship Programme this summer. Sofia has been helping us for a couple of months on all our client business and has smashed it. Remember the name everyone and have a Happy Easter.

For more information contact richard.hammond@hms16.com

or steve.meredith@hms16.com