THE CHALLENGE

Design ‘premium’ style watch catalogues for a mass-market high-street brand.

THE STRATEGY

Enhance Ernest Jones’s credentials as a watch specialist, rather than just a high-street jeweller, by using top-class photography and taking design cues from up-market newsstand titles such as GQ and Vogue. The watch brands were segmented into two publications: ‘luxury’ (which were shot with scientific precision in a studio), and ‘fashion’ (shot on location in the UK).

MY ROLE

Art direct the shoots, create the ‘look and feel’ and design the final publications.