TH March Takes Jewellery Insurance to Television

TH March is taking specialist jewellery and watch insurance into British homes with a new television campaign built around a simple message: “Protect what chance can’t.”

The 30-second advertisement will appear on ITVX and through targeted placements powered by Sky AdSmart. Its purpose is to introduce TH March to a wider consumer audience while encouraging people to consider insurance alongside the purchase and ownership of jewellery and watches.

It marks a confident step for a business that has been closely connected to the jewellery trade since 1887.

When luck is not enough

The campaign takes a cinematic approach to the unpredictability of everyday life. Instead of relying on the familiar language of insurance advertising, it explores the risks surrounding the pieces people wear and treasure.

“You’re not always this lucky” provides the advert’s central moment before viewers are introduced to the wider “Protect what chance can’t” message.

The campaign is intended to reach owners of valuable jewellery, engagement rings, inherited pieces and luxury watches. It closes with a direct invitation to obtain a specialist jewellery and watch insurance quote online.

This is an important distinction. Jewellery is rarely valued only according to what it cost. An engagement ring may represent a proposal. A watch might mark an achievement. An inherited jewel can hold a family history that cannot be recreated.

Insurance cannot replace those memories, but specialist cover can help owners understand and manage the financial risks attached to the objects carrying them.

You’re not always this lucky. Protect what chance can’t

TH March has specialised in protecting jewellery, watches and other valuable possessions for generations. The company is independent and employee-owned, giving its people a direct interest in the future of the business.

Managing Director Simon Dawe said:

“When something is valuable or has real meaning to you, you shouldn’t have to leave its protection to luck.”

The campaign places that long-standing expertise in front of consumers who may previously have encountered TH March through a jeweller, valuer or watch retailer.

It also reflects a wider shift in how specialist trade businesses communicate. Rather than remaining behind the scenes, TH March is building recognition among the people who ultimately own and wear the pieces it insures.

TH March extends its “Protect what chance can’t” campaign across digital and social media, supporting the television launch. Image courtesy of TH March

Television with a targeted approach

The choice of ITVX and Sky AdSmart allows TH March to combine national visibility with more focused household targeting.

Connected television offers the scale and authority traditionally associated with TV advertising, while providing greater control over which audiences see a campaign. For a specialist insurer, this creates an opportunity to reach households more likely to own valuable jewellery and watches without trying to speak to everybody at once.

Head of Marketing Greg Ibbotson said the creative was deliberately designed to move away from conventional insurance advertising. The aim was to produce something cinematic and emotionally engaging while keeping its central message straightforward and memorable.

The television advert will be supported by digital and social media activity, extending the campaign across TH March’s wider consumer communications.

TH March’s animated “Protect what chance can’t” campaign is designed to reach consumers across television, digital and social platforms. Image courtesy of TH March

Why this matters to jewellers

The campaign is aimed at consumers, but it also has relevance for jewellery and watch retailers.

Jewellers already spend considerable time explaining craftsmanship, gemstones, provenance, valuations and aftercare. Insurance can still be treated as something for the customer to investigate after leaving the store.

TH March wants protection to become a more visible part of the ownership journey.

A consumer who has already considered specialist cover may be better prepared to ask questions about valuations, documentation, security requirements and what happens if a piece is lost, stolen or damaged.

For retailers, this creates an opportunity to extend customer care beyond the sale. Discussing insurance need not diminish the emotion surrounding a purchase. Handled thoughtfully, it can demonstrate that the jeweller remains invested in the customer’s enjoyment of the piece long after it leaves the shop.

TH March brings its “Protect what chance can’t” campaign into British homes through ITVX and targeted Sky AdSmart placements. Image courtesy of TH March

The Jewels Club Take

This campaign is more than a new advert for TH March. It represents a specialist jewellery business stepping confidently into the consumer mainstream.

The jewellery industry has become increasingly skilled at communicating design, provenance and craftsmanship. Ownership deserves the same attention. Valuations, security, maintenance and insurance may be less romantic, but they help protect the value and meaning that made the jewellery important in the first place.

“Protect what chance can’t” works because it is easy to understand. People cannot control every accident, loss or theft. They can decide whether the things that matter to them have suitable protection.

If the campaign succeeds, it could make specialist insurance feel less like an administrative task and more like a natural part of owning something precious.

Discover More

Read the official announcement from TH March.