Luxury watches on noon Minutes with WatchBox

noon Minutes put Richard Mille, Patek Philippe, Audemars Piguet and Vacheron Constantin watches from WatchBox on fifteen-minute delivery in selected parts of Dubai, a stunt to stretch what quick commerce was seen to carry. Proceeds went to the UAE's Tarahum for Gaza appeal.

The brief

Dubai shoppers who know quick commerce as a way to get groceries and everyday items in minutes.

The idea

For a limited time, noon Minutes offered Vacheron Constantin, Audemars Piguet, Patek Philippe and Richard Mille watches from WatchBox for 15-minute delivery in parts of Dubai, with proceeds going to Tarahum for Gaza.

What to borrow

Putting the least expected product into a fast-delivery service resets what customers think the platform can carry.

Brand	noon Minutes
Agency	Not named on the source
Talent	Not named
Channels	digital, social
Source	Communicate Online