The Lake Erie Monster was the most ambitious watch launch in company history since the original Runwell timepiece. Introducing the company's first automatic movement, it was also our first dive watch, two major benchmarks for any watch manufacturer.
With a limited supply of only 500 watches, we were charged with developing copy and creative that lived up to the hype of this watch. We played off the connection to Lake Erie and the Great Lakes and the lore of Bessie, Lake Erie's little known monster. We sold all 500 watches within days of its release earning about $1.15 million.
