ABOUT

James McCabe is a heritage watch brand founded in London in the early 1800s, which built an international reputation for their timepieces and marine chronometers. Famous patrons included Lord Horatio Nelson & George Washington.

We were approached by a team of passionate watch enthusiasts who wanted to jumpstart the brand using modern processes, a hit of street culture, but still retaining the core values of the brand around quality and design.

Repositioning the brand

Following a series of collaborations, the brand identity had started to become diluted and its positioning unclear.

Through market research, we developed detailed personas to refine their tone of voice and aesthetic and inform the subsequent website redesign.

Market research
Competitor benchmarking
Persona creation
Content strategy


Sophisticated shopping experience

The customer experience was at the heart of this project and it had to be consistent with the premium nature of the product. We created a clean UI which was sharp and precise and enables the user to quickly browse, search and filter their extensive catalogue.

We used subtle animations and transitions to create a luxury feel and strategically placed trust marks and calls to action to maximise conversions without undermining the brand.