Situation

Luxury watch retailer builds on its success

After a few years of success, Legacy Artisan sought to revitalise its brand and develop a brand strategy that supported its business strategy. The business involves sourcing rare and highly desirable watches and retailing them to its discerning customers.

Response

Developing a new category

Legacy Artisan recognised many of its customers buy luxury watches to mark important life events. They see these timepieces as heirloom items that are part of their personal stories. The branding team saw this as an opportunity to invent a new category – biography watches. This category enabled Legacy Artisan to stake out a unique position in the market in which it became leader by default.

Outcome

Every luxury watch tells your personal story

The brand building team identified biography watches owned by celebrities and historical figures. The provenance of these often enables them to command record prices from collectors. Chronicling these biography watches gives Legacy Artisan a content platform. It reinforces the perceived value of Legacy Artisan’s offerings, and offers the opportunity for its customers to identify more emotionally with their watches.

“I worked with Stepworks to build our brand identity system and create engaging brand stories.

It’s been amazing to see how their fresh ideas and perspectives have helped shape our brand. I must commend them for their exceptional communication, unparalleled professionalism, and boundless creativity. Their team’s remarkable insights and innovative approach have supported the positive growth of our business.

Their expertise in branding has proven invaluable, and I recommend them to anyone seeking to make an impact in their industry.”

Kelvin Lee, Business Development Manager
Legacy Artisan