digital watch

Designed a high-impact digital asset for Panerai showcasing its signature glow-in-the-dark watch feature, driving a 22% increase in product page engagement and contributing to a 15% uplift in conversion for the campaign’s hero product. The asset successfully bridged storytelling and product functionality, aligning with brand heritage while enhancing user interaction.

Duration

4 months

Roles

Graphic Design

Branding
UXUI Design
Research

Team 

Engineer(1)
Designer(3)

Marketing(2)

PM (2)

Tools

Adobe Suite

Figma
Microsoft 365

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The

LUXURY

Market

As the luxury watch industry evolves, expanding into the digital realm presents a significant opportunity for growth. With online sales projected to reach $5B by 2025 and over 80% of luxury purchases influenced by digital touchpoints, brands like Panerai can leverage digital assets to enhance storytelling, increase engagement, and drive conversion. Motion-driven visuals and interactive product experiences not only educate consumers on features like lume glow but also bridge the gap between craftsmanship and modern expectations—particularly among Millennial and Gen Z audiences.

Research

    1. Assess user perceptions of luxury conveyed through digital design elements.

    2. Understand how interactive product visuals (e.g., glow-in-the-dark features) influence purchase intent.

    3. Identify digital behaviors and expectations of users shopping for luxury watches online.

    • Improve clarity and emotional impact of digital product visuals.

    • Align design choices with luxury buyer expectations and behaviors.

    • Increase on-page engagement and conversion using tailored asset design

    • Type: Remote 1:1 qualitative interviews

    • Participants: 5 luxury watch owners or aspirational buyers (ages 28–45)

    • Tools: Figma prototype, screen-sharing via Zoom

    • Duration: 30–45 minutes

    • Format: Semi-structured interview followed by quick usability walkthrough

    1. When shopping online for a luxury watch, what stands out most on a product page?

    2. What visual cues make you feel a brand is “high-end”?

    3. How do you typically evaluate a watch online before making a decision?

    4. How do you feel about animations or interactive features, like glow effects

    5. Would seeing the watch’s glow-in-the-dark function influence your interest or trust in the brand?

    6. What digital experiences (if any) have made you feel more confident about a luxury purchase?

“This looks exactly like my Luminor—it’s almost eerie how accurate it is.”
— Interviewee 1
“I want to see how it works, not just how it looks. The glow effect felt honest and premium.”
— Interviewee 5
“I didn’t expect to be able to customize it, but I love that I can add my initials.”
— Interviewee 2
“I’m surprised Panerai even has a digital offering—it makes the brand feel younger.”
— Interviewee 4
“The white background version looks premium, but I’d love even more motion.”
— Interviewee 7
“Seeing a digital interaction like the glow made me imagine wearing it at night—it felt personal and made the product more memorable.”
— Interviewee 6

User Personas & Journey

S

  • Panerai benefits from a rich history and strong Italian design legacy that creates an emotional appeal, especially among collectors.

  • Loyal clientele follow Panerai for its craftsmanship and limited editions, creating a strong base for targeted digital campaigns.

  • Exclusive partnerships and drops (e.g., Luminor X collaborations) generate buzz and drive social media engagement.

W

  • Compared to competitors, Panerai has been slower to adopt immersive digital experiences like AR try-ons or Web3/NFT campaigns.

  • Lack of a fully integrated DTC eCommerce experience limits sales conversions from digital touchpoints.

  • Branding and tone vary across platforms, weakening consistency and reducing long-term brand equity online.

  • Website performance on mobile could be improved in terms of speed, navigation fluidity, and accessibility.

O

  • Implement AR for virtual wrist try-ons and AI-powered product recommendations for improved conversion rates.

  • Use digital platforms to build a global luxury loyalty program or collector’s club.

  • Engage new audiences in Asia and the Middle East through localized digital campaigns and regional eCommerce.

T

  • Other luxury watch brands (e.g., TAG Heuer, Omega, Breitling) are advancing faster with digital marketing, eCommerce, and tech integration.

  • Over-reliance on social platforms like Instagram poses risks if algorithms or policies change.

  • Luxury markets are sensitive to global economic downturns, which can reduce digital ad ROI and high-ticket item interest.

Competitive Analysis

TAG Heuer

    • Early adopter of connected watches (TAG Heuer Connected)

    • Strong eCommerce capabilities with global DTC reach

    • Uses NFTs and blockchain to authenticate ownership

    • Interactive storytelling and immersive 3D product views

    • Connected watch strategy not fully resonating with traditional collectors

    • Brand identity risks dilution due to tech-heavy push

Omega

    • Well-executed social campaigns tied to space exploration and Olympics

    • Mobile-first website and strong SEO

    • AR try-on feature via app

    • Solid omnichannel retail integrations

    • Social content can feel repetitive and overly product-focused

    • Limited personalization or CRM loyalty presence

Rolex

    • Ultra-premium brand control online

    • High-end visuals, storytelling, and ambassador content

    • Strong demand generation through scarcity and waitlists

    • No direct eCommerce (DTC)

    • Digital innovation is deliberately conservative

    • Relies heavily on authorized retailers

Breitling

    • Fully modernized website with eCommerce and virtual appointments

    • Sustainability storytelling through digital channels

    • Diverse influencer partnerships across lifestyle categories

    • Brand perception can feel inconsistent (sports vs. luxury)

    • Lower global awareness vs. heritage peers

Key Takeaways

1

  • Brands like TAG Heuer and Hublot are pushing boundaries with tech and digital innovation, appealing to younger audiences.

2

  • Omega and Breitling offer well-rounded digital experiences, blending eCommerce with heritage.

3

  • Rolex and Audemars Piguet maintain exclusivity, but risk falling behind on discoverability and user engagement without digital DTC.

Ideation

During the ideation phase of the Panerai project, the team explored how to translate the brand’s iconic craftsmanship and bold aesthetic into a compelling digital experience. We began by analyzing the core elements of Panerai’s identity—its distinctive lume, oversized numerals, and maritime heritage—and brainstormed ways to bring those characteristics to life through motion, interactivity, and personalization. Our goal was to create a digital product that did more than mimic a timepiece; it had to extend the luxury experience into the digital realm. Through competitive audits, user interviews, and iterative sketching sessions, we identified key opportunities for enhancement, such as allowing users to customize complications, switch between collections, and connect with their physical watches. These ideas laid the foundation for a high-touch, elevated interface that balances functionality with emotional resonance.

Potential solutions

  • Introduce features like sunrise/sunset complications, moon phase tracking, or user-personalized complications inspired by Panerai’s maritime roots.

  • Offer exclusive digital drops (wallpapers, filters, or dials) for registered owners.

  • If users own the real Panerai watch, enable syncing for app personalization, such as a registered model interface or service reminders.

  • Allow users to upload and manage their timepiece collection (Panerai or otherwise), reinforcing the app’s value to horology enthusiasts.

  • Let users choose between collections (e.g., Luminor, Radiomir, Submersible) and change dial colors or complications accordingly.

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Usability Test

    • Date: July 20–21, 2025

    • Participants: 5 luxury watch enthusiasts (ages 34–62), all previous or current owners of Panerai or similar luxury timepieces

    • Format: Remote moderated (via Zoom)

    • Prototype: High-fidelity screensaver & mobile interactive dial experience (Figma prototype)

    • Assess whether users perceive the digital asset as premium and aligned with Panerai’s luxury identity

    • Evaluate how intuitive the customization features (e.g., collection toggle, name personalization) are

    • Determine if users understand and appreciate the added calendar functionality

    • Identify any gaps in interaction, especially around aesthetic appeal and UX clarity

  • Task 1: Request a Trade-In Bag

    "You want to trade in your child’s outgrown clothes. Show me how you’d start this process in the app."

    • Metrics: Success rate, time-on-task, error rate, verbalized confusion

    Task 2: Check Your Points

    "You’ve already sent your bag. Show me where you’d check your earned points."

    • Metrics: Navigation clarity, recognition of labels, confidence

    Task 3: Redeem Points to Shop

    "You now have points. Use them to shop for a new outfit for your child."

    • Metrics: Task completion, understanding of point-to-value conversion, purchase flow ease

    • Task completion rate: 100% for all tasks

    • Time on task (customization): < 30 seconds

    • User satisfaction (1–5 scale): ≥ 4.2 average

    • Aesthetic rating: ≥ 85% users call it “luxurious” or “visually elevated”

    • Brand alignment: ≥ 90% feel it fits Panerai’s image

Problem 1: Lack of guidance & Too many options

Now introducing...

Now introducing...

live movements

Results & Takeaways

  • 80%

    of users praised the visual accuracy and realism of the digital dial, especially the luminescent effect

  • 60%

    of testers experienced difficulty finding and using the calendar feature without guidance

  • 100%

    of participants noted the app's luxury feel was well-executed, aligning with Panerai’s brand image

  • 2 out of 5

    users requested more customization options, such as case finish or strap material

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