Vanguart
Luxury that shows what tomorrow could be.
To establish a new standard in luxury watches, a brand strategy combined the exceptional heritage and skills of the present with the vision of the future.
the challenge
Vanguart, a challenger to the ultra luxury watch space, required a brand strategy and foundation to build their new identity on. It needed to combine the standards and conventions of the luxury category that are expected, with a vision for the future that was unexpected for the category. Using a series of strategic sprints with the founders and creative agency, we aimed to set forth the plan to establish Vanguart as distinctly different luxury.
the strategic choice
Position Vanguart around a combination of heritage and future vision, showing what the future could be in each product.
my contribution
Co-Founder / CSO at We Are Rival.
what changed
The insight
Luxury brands focus on the past and present, not the future. They are rooted in appreciation for exceptional craft and making the best of today's products. However, this often distracts from making what will be exceptional tomorrow.
The strategy
Every object the brand crafts is a tangible representation of what the future could be, made with skills honed in the past and present. Vanguart isn’t just the best of today’s luxury; it shows what could be exceptional tomorrow. The position was set through a series of strategic sprints with the founders and the creative agency, as the foundation for the new identity.
The work
