Marks Uhren
Reimagining and Relaunching a Luxury Watch Boutique
- Branding
- Brand Strategy
- Frontend Development
- UI / UX Design
Marks Uhren is a renowned retailer of pre-owned luxury watches based in Hamburg. Since 2008, the company has specialized in the buying and selling of high-end pre-owned timepieces, offering a transparent and fair process for collectors of exclusive watches.
I was tasked with reimagining the Marks Uhren brand to align with modern expectations of luxury, trust, and elegance. This involved leading the brand’s creative direction and a complete overhaul of its e-commerce platform. From concept to (post-)launch, I was responsible for designing an intuitive and refined user experience, creating an approachable and elegant brand and developing a high-performance frontend.
Vision
At the core of this project was a vision to elevate Marks Uhren into a digital luxury destination that reflects the timeless sophistication of the watches it sells. The goal was to create a user experience that is as premium as the products themselves—where trust, simplicity, and elegance converge. The design language was developed to be both flexible and enduring, capable of evolving with the brand’s future needs while maintaining a polished and modern aesthetic.
Website
For the new e-commerce store, we adopted a restrained color palette to allow the luxury watches to take center stage. Through the considered use of the Suisse Int’l typeface, paired with a minimalist typographic approach, we achieved a balance between understated sophistication and functional clarity across all screen sizes.
One of the key challenges was integrating numerous trade-in and purchase options without detracting from the primary focus on sales. To address this, we developed a fully bespoke user interface, complete with advanced filters, customizable checkout processes, and various forms. Additionally, the platform was fully compliant with GDPR, ensuring data privacy while maintaining robust tracking functionality.
Branding
The rebranding effort involved streamlining the previous color scheme, replacing white, gold, and blue tones with a refined spectrum of grays, evoking a sense of timeless elegance and trust. The new logo was designed to be bold and contemporary, while retaining a degree of continuity with the previous design to preserve brand recognition. The choice of a distinctive font in the logo provides a unique identity, setting Marks Uhren apart from competitors who often favor neutral grotesque typefaces.
The logo is also designed to be responsive, adaptable to various uses, including a simplified "m" version or without the founding year. The overall visual language of the brand remains intentionally understated, offering a clean canvas to highlight the quality and beauty of the product photography.
