Wilkinson Sword has launched the new men’s Quattro razor, with Anthony Joshua fronting the latest Quattro campaign as the new Blade Master.
The campaign marks the next chapter of Wilkinson Sword’s Blade Masters platform, brought to market through Quattro. First launched in 2024, Blade Masters put Wilkinson Sword’s 250 year blade expertise centre stage through a confident, humorous platform rooted in performance. In 2026, the campaign returns with Anthony Joshua, whose focus, precision and champion’s mindset make him a natural fit for Quattro.
“Confidence is key to having a champion’s mindset, but it has to be built on something,” said Anthony Joshua. “For me, confidence comes partly from doing the work and sticking to your routine and your goals. Wilkinson Sword is a legendary brand and I really connect with its Blade Masters identity. It is defined by its mastery, and I like to think I’ve dedicated the same discipline towards my own craft.”
The new packaging is designed with shoppers in mind – clearer, more eye-catching and easier to understand at a glance, with intuitive icons and bold colour accents. It is also made with 90% recycled paper and zero plastic, offering an efficient, sustainable choice.
The campaign will roll out across digital and in store channels from mid April 2026 with Anthony Joshua fronting a series of creative assets for Quattro.