138 Yorkville: A Man & His Watch Event:
Opportunity
The objective was to position 138 Yorkville as an international symbol of exclusivity, sophistication, and luxury living, leveraging NKPR’s approach to luxury experiential marketing in Toronto, while expanding awareness among a new audience of ultra-high-net-worth men. Developed by Greybrook, First Capital, and Cityzen Group, the project needed to resonate with a globally minded, highly discerning audience that engages with luxury through experience, craftsmanship, and trusted networks.
The challenge was to create a strategy that felt aspirational yet understated, reinforcing the project’s premium positioning without relying on traditional real estate marketing tactics. NKPR was tasked with designing elevated engagement moments that would introduce 138 Yorkville as both a lifestyle and investment statement, aligned with the expectations of a global luxury audience.
This required careful curation, brand alignment, and storytelling to ensure each interaction strengthened long-term perception and sustained interest within this influential community.
The challenge was to create a strategy that felt aspirational yet understated, reinforcing the project’s premium positioning. NKPR was tasked with designing elevated engagement moments that would introduce 138 Yorkville as both a lifestyle and investment statement, aligned with the expectations of a global luxury audience.
What We Did
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Partnered with Matt Hranek, author of A Man & His Watch and founder of WM Brown, to host an intimate evening at the 138 Yorkville Presentation Gallery, curating an audience united by a shared appreciation for timeless design, craftsmanship, and cultural provenance.
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Secured Breitling as a strategic partner, featuring a curated display of rare and exceptional timepieces and offering guests a tangible expression of fine horology, while welcoming Breitling’s VVIP clients to the experience.
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Collaborated with American Express to extend exclusive invitations to Centurion members, introducing this ultra-high-net-worth audience to the 138 Yorkville vision in a highly curated setting.
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Designed and hosted an intimate fireside chat with Matt Hranek, moderated by Canadian television personality Sahir Massoud, where Matt shared personal stories behind some of the world’s most iconic timepieces, followed by a private book signing and personalized keepsakes for attendees.
Results
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The 138 Yorkville Presentation Gallery welcomed 73 highly curated guests, creating an intimate environment for meaningful engagement and exclusive introductions to the project.
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The evening successfully connected 138 Yorkville with a new audience of ultra-high-net-worth men through shared interests in craftsmanship, design, and cultural storytelling.
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Strategic partnerships with Breitling and American Express enhanced the credibility of the experience, elevated the overall narrative, and reinforced 138 Yorkville’s positioning within the global luxury landscape.
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Guests left with a strong, lasting impression of the project, strengthening awareness and supporting ongoing relationship-building with this influential audience.