Redefining an ultra luxury global watch brand

Hand crafted dreams, hand delivered.

Alf Lie have been making exceptional, desirable watches since 1836. Over the centuries, they’ve become a trusted partner to iconic Swiss brands and even made watches for royalty, business magnates and celebrities.

Frost helped reinvigorate the brand, enhance the brand story and raise awareness among the global elite. We took a considered and comprehensive approach that examined every part of the brand, from its rich heritage to changing consumer preferences.

Following a series of creative workshops, we produced the new brand strategy, proposition, tone of voice and a visual refresh. As part of this, we introduced a conversational yet eloquent tone of voice, giving the brand more gravitas while making comms more immediate, confident and compelling.

We brought the brand’s rich heritage to the fore, but also retained an air of exclusivity by omitting pictures of watches from advertising. As a result, we captured the opulence and exclusivity of the brand, firmly positioning Alf Lie as something for the few, not the mass market.

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