Background America’s no.1 luxury watch magazine WatchTime in collaboration with Malayala Manorama enters the Indian market with WatchTime India in 2012; a quarterly publication for a passionate community of watch connoisseurs.
With the luxury watch market targeting emerging markets with rising income for expansion and growth, WatchTime aimed for greater reach by introducing a digital offering to its print publication.
Objective Responding to the growing online readership in India, the new website targets increased readership by drawing in new watch enthusiasts.
With its print presence in the market since 2012, it was time for a digital counterpart to boost and revitalize the brand presence in the market.
Brand Strategy A delicate balance of exclusivity and authority, a hint of royalty. We established an experience of a lush, carpeted, luxury showroom, with understated power and influence, where displays are behind glass windows, a Tiffany & Co. A classic, easily recognised and understood by new followers, a club they want to belong.
Design A visual treat, the redesign celebrates exquisiteness. Visually led conversation, steered by powerful photography for the well-read, well-travelled loyalists, was central to our design philosophy; it indulges the reader and nudges further exploration. Clean insertion of advertisements with similar imagery style prevents distraction and merges effortlessly with the ambience.
The colour scheme of blue, gold and white adds to the royal magnificence and a distinct typeface supports the rich imagery and aids readability across device formats especially mobile.
Content Strategy The website juxtaposed different type of content; tests, reviews, news at every scroll and aids ease of navigation and improved visibility through category signaling on each story tile. Highlighted curated pieces as ‘featured’ stories assist discovery of new, curated content.
Understanding the drivers of audience engagement, we introduced a gifting section called “the perfect gift”. A prominent presence in the site, one could journey through myriad brands, seek expert reviews or locate a nearby store, a page that answers all brand questions for a memorable experience of finding the ‘one’ for you.