The Fondation de la Haute Horlogerie (FHH) and the Federation of the Swiss Watch Industry (FH) have joined forces to stamp out fake watches.
According to the FHH, the campaign will center around hard-hitting visuals and one simple message: "Fake Watches Are For Fake People."
The stepped up effort is in response to the rapidly growing counterfeit business, said to be worth as much as $360 billion a year. This includes more than 40 million fake Swiss watches.
These counterfeit timepieces damage the sales, reputation and capacity for innovation of the world's fine watch brands, according to the press release.