Strategic Objectives to introduce the inaugural Salming Watches timepiece to the Canadian market, bringing Börje Salming’s vision to life.
Salming Watches has selected Strategic Objectives to lead the Canadian launch of The Salming 1148, an exclusive, limited-edition timepiece honouring the life, legacy and career of hockey icon Börje Salming.
Strategic Objectives will introduce Salming Watches and its inaugural timepiece to Canadian media, creators and consumers through a strategic public relations campaign that builds awareness and excitement leading up to the launch.
Designed and assembled in Sweden, The Salming 1148 brings Börje Salming’s vision to life through exceptional craftsmanship and Scandinavian design. Early access registration is now open, with customer orders beginning later this summer. In recognition of Börje’s lasting impact on the game, the first 100 numbered editions have been exclusively reserved for NHL players.
The appointment builds on Strategic Objectives’ experience in the lifestyle, luxury, and sports sectors, where the agency helps premium brands build awareness and connect with Canadian audiences through strategic communications.
“It was essential for us to partner with an agency that shares our passion for hockey and appreciates the extraordinary legacy Börje Salming left both on and off the ice,” said Mats Kullenberg, CEO of Salming Watches. “From our first conversation, Strategic Objectives understood that The Salming 1148 is more than a watch. It’s a tribute to Börje’s legacy. Their strategic expertise and passion are why we selected them to introduce Salming Watches to the Canadian market.”
“Helping unveil The Salming 1148 in Canada is an opportunity to combine my passion for hockey with our agency’s expertise in launching premium international brands nationwide,” said Saul Lewis, Vice President, Strategic Objectives. “We’re excited to help tell Börje’s remarkable story and introduce the first timepiece from Salming Watches to Canadian audiences.”
For more information or to reserve early access to The Salming 1148, visit salmingwatches.com.