The swedish watch brand Carl Edmond launched in september of last year. Their first major campaign features celebrated Swedish actor Joel Kinnaman (altered carbon, house of cards) as the face of the brand, Carl Edmond himself.
Carl Edmond watches are about combining two distinct worlds: Swiss sophistication and Swedish heritage. The color palettes and minimalist aesthetic were honed under by the collaboration of two of the industry’s most respected names, Swiss watch designer Eric Giroud and his protégée Adrian Glessing. To personify their creation, the brand is centering their flagship campaign around the brand’s namesake character, Carl Edmond.
“Carl Edmond is an adventurer, an explorer, a vagabond and a diplomat living a life extraordinary to the fullest deluxe.” Carl Edmond Founder Ali Nouri says, “I’d love to be more like Carl.”
Venerated Hollywood actor and beloved Swede Joel Kinnaman is perhaps the only man suited for the task of portraying Carl and is thrilled to do so.
“If I was stranded on a deserted island and could bring one thing only. I would bring Carl Edmond. And if it was the other way around. I would beg Carl to bring me”, says Joel.
The unique design of Carl Edmond watches stems from Giroud and Glessing’s expertise in pairing elegant minimalism with distinct, asymmetric features and pastel tones inspired by Swedish furniture of the 1960’s and 70’s. The leather used for the wristbands is Swedish Tärnsjö, a 140-year-old institution that stands among the remaining 5% of tanning houses worldwide that still uphold the legacy of an environmentally friendly vegetable-based tanning tradition.
The watches themselves utilize Swiss quartz movement and sapphire crystal presented in two classically Scandinavian shapes: the round, elegant classic – Ryolit, and the bold, inventive square – Granit. And its galvanized dials come in a beautiful array of colors: white, black, gunmetal, cameo, navy and limed spruce.
Giulia Deamina is an award-winning, internationally recognized publisher, fashion editor, entrepreneur, television personality, and best-selling children's non fiction author whose career has seamlessly bridged the worlds of luxury, fashion, media, education, and publishing for more than two decades.
Beginning her journey in Milan, the global capital of Italian Fashion in 2004, Giulia established her self as a professional model, collaborating with some of Italy's and France most prestigious fashion brands. Her passion for storytelling and communication led her to television in 2008, where she became a presenter for leading national broadcasters including Sky, Rai, and Mediaset, while simultaneously producing and hosting luxury events throughout Europe, including Cannes Film Festival, The Monaco Grand Prix, Milan, Paris, London, New York and, Dubai Fashion Weeks.
In 2015, she founded Deamina Magazine, an international luxury publication dedicated to fashion, lifestyle, entertainment, beauty, travel, and culture.Today, The Deamina Magazine brand reaches more than one million readers and viewers, across its print, digital, and social platforms through esclusive interviews, celebrity features, runway coverage and original editorial content.
Beyond publishing, Giulia Deamina has emerged as one of the leading voices in children's non fiction author through her acclaimed Fashion Revolution Educational Book Series, being featured across major television broadcasts and leading news outlets, including FOX News, CBS, NBC, AP News, and numerous international media and publishing platforms, establishing her as an influential voice in contemporary educational publishing.
As a creator and best-selling author of Fashion Revolution Vol.1 (introduced young readers to fashion through play, drawing, and imagination), Vol.2 The Neuroscience of Fashion (expands the conversation for children aged 6-12, blending fashion history, sustainable style, chromotherapy, and the psychology of color with practical concepts).
Vol.3 A Fashion Young Academy throw Luxury Fashion-Style, Identity & The Future of Elegance.
With more than 20 years of international experience and executive education in Marketing, Business, Management, Fashion, and Journalism, Giulia Deamina continues to redefine modern publishing by bringing together luxury, education, innovation, and purpose for audiences around the world.
