About Vintage makes great watches. So do hundreds of other brands in the “affordable-luxury” category. That was the problem, they needed a voice that could make them stand out in the saturated market.

We proposed a bold copy-led direction that paired their gorgeous product photography with sharp, self-aware messaging giving the brand a personality that cut through the noise while still feeling premium.

This direction gave them a flexible voice system they could use to highlight product features, poke fun at category clichés or react to cultural moments in a way that felt fresh, cohesive and unmistakably theirs.