That the Arab market is huge for men's watches is no secret, that the Eid is the ultimate time to exchange precious gifts is also a given, so Brietling came up with a Ramadan ad which nails the topic on its head. There individuals, one is in a plane, one driving a car in the desert, one a Riva-style boat in the sea - all three branded with the Breitling logo, the plane's tale, the side of the boat, the license plate of the car, and all of them speeding up. Why? Because as the campaign says it is about "appreciation of time" - ergo to be home by iftar time. Very very smart, and very very socially aware and very very Ramadan compatible.