Rolex

"Uneasy lies the head that wears a crown." Few brands understand that tension better than Rolex — the world's pre-eminent watchmaker, with more to protect than almost any other name in luxury.

Two years working across nearly every corner of the brand's thinking. Weekly intelligence on culture, competitors and the economics of scarcity. Content and digital strategy across social platforms and spaces that didn't exist a decade ago. And innovation work imagining what comes next – from a flagship retail experience built around the privilege of waiting, to entirely new brand ventures that had never been attempted before. Should Rolex’s be sold with NFTs? What would happen when Roger Federer retires? Would LIV Golf overtake the PGA Tour, affecting sponsorship?

What follows is a snapshot of some projects I particularly enjoyed working on.

Every project demanded the same thing: intuition and judgment precise enough to be trusted with one of the most valuable names in the world.