Specta Quartz Surfaces has teamed up with actor Jim Sarbh for a campaign built around an unexpected connection: the role of quartz in both watchmaking and engineered surfaces.
The campaign comes at a time when Sarbh has been part of a wider public conversation around watches and watchmaking. Specta uses that cultural context as a starting point, shifting the focus from the quartz found inside watches to the material used in contemporary surfaces.
The campaign is centred on a simple idea: quartz is associated with precision in timekeeping, but the material also has a significant role in the world of surfaces.
A voice-over-led film featuring Sarbh explores this connection by moving between two seemingly unrelated worlds: time and space. Rather than presenting quartz simply as a technical component, the film attempts to make the material itself the subject of the story.
For Specta, the campaign also serves as a way to build greater familiarity with the term quartz and its relevance within the surfaces category. Instead of leading with a conventional product focused message, the brand uses a broader material story to introduce audiences to the category.
The approach reflects a wider shift in how brands communicate technical products. Materials and manufacturing processes that were traditionally left in the background are increasingly being turned into storytelling devices, giving consumers a reason to understand what goes into the products and spaces around them.
In this case, the connection between watches and surfaces gives Specta a familiar cultural entry point to talk about a material that many consumers may recognise by name but know less about in terms of its applications.
The campaign ultimately brings two different meanings of quartz into the same conversation: one linked to measuring time and the other to shaping physical spaces.
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Afshaad Kelawaala, Executive Vice President – Integrated Solutions at Schbang, said, “Quartz is a word people encounter often, but rarely pause to understand. Our ambition was to turn that familiarity into curiosity and that curiosity into recognition for Specta. With Jim Sarbh leading the narrative, we have connected precision in timekeeping with precision in surface-making in a way that feels contemporary, memorable and culturally relevant.”
