UBS has launched its global "House of Craft" initiative in New York City as part of its efforts to enhance its brand identity following the acquisition of Credit Suisse.
The three-day event celebrated the tradition of craftsmanship in the watchmaking industry and featured fireside chats with notable personalities, including Carmelo Anthony and Daniel Dae Kim.
UBS's "Banking is Our Craft" campaign aims to resonate with a diverse audience and highlight the firm's dedication to quality and innovation.
The initiative is part of UBS's broader strategy to strengthen its market position and communicate its unique value proposition to a wider audience.
The campaign, developed in collaboration with Publicis Groupe and Prophet, represents the largest brand initiative launched by UBS since 2015.
Despite the challenges of integrating Credit Suisse, UBS sees the campaign as an opportunity to define its brand and build a growth platform for the firm.