The new campaign connects the precision of quartz in watchmaking with its strength, beauty and performance in contemporary surfaces
Specta Quartz Surfaces has partnered with acclaimed actor Jim Sarbh for a new campaign that brings one of the world’s most remarkable materials into focus: quartz.
With Jim Sarbh already at the centre of a highly visible cultural conversation around watchmaking, Specta identified a timely opportunity to shift the lens—from the quartz that enables precision inside a watch to the quartz that shapes sophisticated, high-performance surfaces.
At its heart, the campaign is built around a simple yet powerful connection: the same foundational material associated with precision in timekeeping is also integral to Specta’s engineered surfaces.
Through a voice-over-led film, Jim Sarbh takes viewers into the world of quartz, revealing its role across two seemingly different domains—time and space. The narrative transforms a familiar word into a compelling material story, helping audiences understand quartz not merely as a component, but as a symbol of precision, performance and enduring design.
Watch Video: https://youtube.com/shorts/uO7JJQX6DwM?feature=share
The campaign’s central objective is to build awareness and salience around the word “quartz” while strengthening Specta’s association with expertise in the material. By entering a conversation already capturing public attention, Specta turns a relevant cultural moment into an opportunity for category education and distinctive brand storytelling.
“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,” said Afshaad Kelawaala, Executive Vice President – Integrated Solutions at Schbang.
Through this campaign, Specta Quartz Surfaces reinforces its commitment to making material innovation more accessible, engaging and relevant to contemporary consumers while establishing quartz as a material worth knowing, not merely a word worth recognising.