The challenge
An elite New York publisher of a luxury travel publication targeted at those who can
afford their own personal private jet wanted to create a coffee table-style book to give
the makers of the finest watches in the world an opportunity to showcase their products
in front of a very select audience.

Wisconsin-based Sells Printing Company, LLC, was charged with the task of producing the
piece, Elite Timepieces. Because they were skeptical of the quality that could be produced
on digital equipment in the 14” x 18” size they were looking for, the client originally
wanted to print the book on a conventional offset press, but the very low run size of the
job simply made this option too expensive. Sells Printing Company won the job after
successfully demonstrating that they could indeed produce the required size with superb
image quality using their Xerox® iGen4™.

The solution
The result was a first-class application worthy of the elite watches featured on its pages.
The combination of a CX Server powered by Creo® teamed with a Xerox iGen4™ delivered
the flawless image quality the client was looking for, while the 100 lb. Sterling Gloss Text
gave the book the refined look and feel appropriate for the affluent target audience.
Featuring an embossed cover and select pages laminated throughout, the entire piece
was sent out for case binding before being shipped off to the client.

The benefits
The client was able to sell out the first run of the books, and they discovered that the
superb image quality prompted an unexpected outlet for the book. Many high-end
department stores purchased several as a way to display their inventory of fine watches
without having to remove the actual items from the security of their cases.

Elite Timepieces has also garnered plenty of attention for Sells Printing Company, LLC.
The piece won top honors in two categories—Best in Category and Best in Show—at
the Printing Industries of Wisconsin’s Graphic Excellence Awards, and is currently in the
running for a Ben Franklin Award from the Printing Industries of America.
These awards have also led to plenty of positive PR for Sells Printing Company, LLC,
and their client, strengthening their relationship and elevating Sells’s status as a quality
provider. The project also improved the relationship with their case-binding provider, who
has subsequently brought them additional digital imaging work.

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