Watches of Switzerland

Inspiring enthusiasm for Swiss watches in Mandarin

Watches of Switzerland is a company of Excellence Holding AG, which unites and further develops smaller, fine companies of the highest quality in the watch and jewelry industry under one roof. With locations in Lucerne and Palma de Mallorca, Watches of Switzerland mainly targets tourists, mainly from China, who would like to buy a watch “Made in Switzerland” during their trip to Europe. Heads was commissioned to develop the visual identity for Watches of Switzerland and to design the business equipment as well as the website.

Clear website structures and a lot of Swissness

The website is culturally oriented towards Chinese tourists and is operated in Mandarin, English and German. Since customers often first find out about the range of watch stores on their travels, the website must also function well on all mobile devices. The watch offer and the way to the two watch stores are presented in a very clear way. For the imagery, a Swissness was found that is attractive for tourists from the Far East as well as for Swiss customers. The images show impressive, untouched Swiss mountain and snow landscapes, which – in keeping with the product portfolio – convey a great deal of calm and sovereignty.

Efficient watch sales in a short time

The website conveys the Swiss identity, which is particularly highly valued in China. The website leads customers very directly to the retail store and makes them select watch brands before they enter the store. This saves time for the customer and enables the watch store to serve even more customers in the time available – the stay and shopping times of bus-traveling Chinese are extremely short.

— Brand Design / Brand Experience