Pairing iconic styles with digital functionality that is anything but ordinary, What? Watches place the focus not on time, but on how you choose to spend it.

introductionWhat if you could save the moments that really matter? What if you could make them last forever?

What?Watch are mono-functional watches where tradition and innovation is blended perfectly. The first collection 'Stop the time' offers a new way to interact with time, saving moments and creating detailed stories with the companion app What?Now.

In the same way, lifestyle and e-commerce come together as a perfect blend on the What?Watch site.WWW.WHATWATCH.COM

Stop the timeStop the time. Cherish the moment. That's the idea behind the first collection of What?Watch.

To capture the essence of time and memories we wanted to set a right kind of mood using animations and looping videos. The timeless splash screen animation sets a calm atmosphere on each page. After the splash screen we used very subtle animations to keep the right mood throughout all the pages.

All the little details are there to ritchen the playful typography that all together create a striking visual language that makes What?Watch stand out from the crowd.

AN E-COMMERCE WEBSITEWhat? watches can only be bought online. The challenge was to build a responsive e-commerse site that delivers the lifestyle visual language together with an intuitive shopping experience on both desktop and mobile.

We managed to achieve this by creating a custom shopify integration to make sure we can have a total control of the frontend without any exeptions. This way we were able to concentrate fully on the visual language and the right kind of a mood.

Design and production
Video production
Monami agency
Robert Lindström Photography