Saturday, February 18, 2012


Leading Italian lifestyle brand Police has launched Hollywood actor Luke Evans as its new brand ambassador for 2012. The stylish Welshman will follow in the footsteps of iconic fashion figures such as Bruce Willis, George Clooney and David Beckham to front all campaigns for the Police brand, including watches and jewellery.

Luke made his breakthrough on the big screen in films such as ‘The Three Musketeers’, ‘Immortals’ and ‘Clash of the Titans’. On the fashion scene he’s known for his effortlessy cool appearance, frequently featuring in the press for his style and being nominated as GQ’s Best Dressed Man. Police recently shot its new brand campaign for 2012 featuring Luke, which will be the focus for its
consumer activity this year and includes press, outdoor, online and instore advertising. The image used for promoting Police watches includes Luke wearing Police’s new Defender watch, which goes in to retail as the campaign launches in March and is set to be a best seller.

In addition to the Defender, this year’s watch collection from Police has been selected following extensive customer research and also due for release in March is the bold, square-faced Defender,
alongside the popular Raptors and Vantages which both incorporate an orange watch. Prices range from £140 to £165.

2012 is set to be a great year for Police on the back of Luke Evans’ uprising. He’ll be seen taking the lead alongside John Cusack in the thriller ‘The Raven’ released in March, then stars in the two-part epic fantasy film and prequel to ‘Lord of The Rings’ – ‘The Hobbit’, which is anticipated to be this year’s Christmas box office hit.

Police are thrilled Luke enjoys wearing their products and he was recently filmed during a recent behind-the-scenes interview stating he’s proud to be wearing Police. The brand looks forward to sharing his success with them this year.

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