Swatch Fifty Fathoms Bus Station Ad

(This is SPEC WORK, unpaid and unaffiliated.)

The client is Swatch, a Swiss watch company known for their timepieces that feature quality materials, exciting designs, and friendly prices.
The product is the Swatch x Blancplain Fifty Fathoms line, series of classic diver's watches that combine Blancplain's historic form-factor with long-lasting and effective modern technologies like Swatch's bioceramic material.
The challenge is to create a transit station poster that emphasizes both the rugged and sophisticated qualities of the Fifty Fathoms line.
The insight is... this watch represents a rare blend of history and modernity. It's also got a palpable "outdoorsy" component to its appeal. This ad's gotta emphasize both of these things by blending 80's editorial "wall-of-text" ad design with a modern, watery twist, and using language that can help any reader see themselves about to dive into the wild blue yonder.
The response...

(Brief provided by Word Tonic.)