In the fast evolving approved used luxury watch marketplace, category pioneers Watchfinder found themselves under attack from new competitors. Having recently been acquired by Richemont, we worked with Watchfinder's marketing team to understand the brand's 20 year legacy, core strengths, differentiators and opportunities to grow and distinguish itself in the market from the rest.

Through a collaborative, iterative process, we gathered insights then developed a range of positioning territories. Through a strategic dialogue between Watchfinder leadership and Richemont's Global Brand Team, we aligned on a new brand positioning platform, based on the vision of being the world's most trusted destination for every pre-owned luxury watch encounter. Watchfinder will be famous for delivering the most trustworthy, dynamic and inspiring pre-owned luxury watch shopping experience, acting as a pioneering, authentic, open and caring 'Custodian-Guide' to watch owners and the watch-curious.

With the new positioning in place, we developed an activation plan for bringing the positioning to life (including a community, content and commerce focused customer app strategy) and explored AI-semiotics-informed potential futures for the Watchfinder brand identity, to ensure the brand will remain the industry leader, long into the future.