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BIANCA BOSATRA

RUF X HIGHSNOBIETY

Capsule Collection Launch

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ROLE: Senior Marketing Manager | Content & Activations

CLIENT: RUF and UNIMATIC Watches

LAUNCH DATE: August 2024

PROJECT OVERVIEW

Highsnobiety collaborated with German automotive manufacturer RUF Automobile to launch an exclusive 20-piece capsule collection, marking the second collaboration between the brands.

 

As the brand marketing lead on this project, I managed the end-to-end execution of this unique automotive-meets-lifestyle partnership, coordinating between Highsnobiety's internal teams and RUF's family-run business to celebrate the car maker's 85th anniversary.

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THE COLLECTION

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THE STRATEGY

I developed a multi-phase campaign that positioned the car as the hero, not just a backdrop. The insight: RUF's heritage began as "Auto RUF," a service station in Bavaria.

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We brought that origin story to life by building a fully branded co-branded gas station installation featuring a never-before-seen RUF vehicle as the centerpiece. This installation served triple duty: campaign set, retail activation, and storytelling device that connected RUF's 85-year journey from service station to legendary automaker.

THE EXECUTION

PHASE 1

Build Anticipation: teaser video content highlighting the gas station build and RUF vehicle​​​

PHASE 2

Launch Campaign: Hero imagery and video showcasing the installation and collection

PHASE 3

Deepen Engagement: Lookbook released showing full collection in automotive context

PHASE 4

Drive Conversion: Product stills and watch-focused content, particularly for the limited Unimatic collaboration

THE DISTRIBUTION STRATEGY

24-hour early access via Highsnobiety app to reward the loyal community​

Exclusive Hodinkee feature for watch collectors to target press for high-value item

Berlin Flagship launch event with RUF family (IRL community engagement + PR moment)

Multi-channel editorial on Highsnobiety.com (owned media amplification)

Social media campaign across 5M+ Instagram audience (mass awareness)

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KEY RESULTS

COMMERCIAL SUCCESS

Sold out within 3 days of launch across all 20 pieces;

200 limited-edition Unimatic watches (100 per variant) sold out completely;

Collection price range €45-€950 exceeded sales targets by 40%.

ENGAGEMENT & REACH

5M+ Instagram reach across Highsnobiety channels;

+8.2% average engagement rate on campaign content;

Berlin launch event: 250+ attendees including RUF family, press, and VIP;

24-hour early access: 55% of total collection sales.

PRESS IMPACT

Secured exclusive Hodinkee feature for limited-edition watches;

25+ press placements across automotive, fashion, and watch publications;

Cross-category media penetration: automotive enthusiasts + collectors + watch aficionados.

STRATEGIC IMPACT

Demonstrated Highsnobiety's leadership in automotive-fashion crossover partnerships;

Second successful RUF collaboration, strengthening long-term brand relationship;

Multi-partner execution model (RUF + Unimatic + YETI) established template for future collaborations.

CHALLENGES

& SOLUTIONS

AUTHENTICALLY TRANSLATING AUTOMOTIVE HERITAGE INTO LIFESTYLE 

Kept the car as the campaign protagonist, built branded gas station referencing RUF's origins, featured never-before-seen RUF vehicle

MANAGING COMPLEX MULTI-PARTNER COLLABORATION (RUF, UNIMATIC WATCHES, HIGHSNOBIETY)

Clear project management structure, defined deliverables for each partner, coordinated timelines across three brands

 CREATING BUZZ AROUND A SECOND COLLABORATION

Elevated execution with physical installation, secured exclusive Hodinkee coverage, organized high-profile launch event with RUF family

BALANCING AUTOMOTIVE AUTHENTICITY WITH LIFESTYLE APPEAL

Worked closely with Aloisa Ruf on creative direction, honored RUF's Yellow Bird legacy while making it accessible to fashion audience

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