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 like Patek Philippe, Ulysses Nardin, Jaeger-LeCoultre, Vacheron Constantin and Movado. They’ve even made watches for royalty, business magnates and celebrities.

When someone chooses an Alf Lie timepiece, they become part of an exclusive brand that only a few discerning people truly understand. And when Alf Lie wanted to capture that powerful brand story, they turned to us.

An old photograph of a watchmaker, wearing an eyepiece, making a watch by hand.
An image of pages from Alf Lie brand guidelines.
Image of branded brochure.
An image of internal spreads of a branded brochure, showing a man hand-crafting a watch.
An image of spreads from a branded Alf Lie brochure, showing Swiss made watches.
An image of presentation packaging to hold an Alf Lie watch.
An image of a poster showing the inside workings of an Alf Lie timepiece.
An old photograph showing a timepiece being made by hand.

Reinvigorating a timeless brand

Frost Creative was briefed to help reinvigorate the brand, enhance the brand story and help 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.

Meanwhile, our design approach thoughtfully combined the old with the new. 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.

You can view the website yourself here.

An image to show a man working on a hand crafted timepiece along with the inner workings.
An image to show the Alf Lie visual refresh on a website design.
An image to show the Alf Lie website design on a desktop computer.

How can we help?

Submit an overview of your challenge and one of the team will be right back in-touch.

Alternatively, please give us a call to discuss your requirements: 01489 892 602

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