FATHOM

RETAIL
Vintage Watches - UK

Naming, Strategy & Brand World Design
*Design Hungry in collaboration with Matt Turnbull & Abby Scott-Sauro

THE BRAND CHALLENGE

‘There are few objects that tell a story like a vintage watch - and no new watch ever comes close.

They have synchronised battles, timed our greatest speeds, and graced the wrists of iconic figures who have shaped the world around us. We care about their journey, where they’ve been, but more importantly who will continue their legacy.

Help us craft a brand that encapsulates the spirit of adventure, but speaks to the craft and elegance of our timeless pieces.’

THE DEEP
DESIGN SOLUTION

Vintage watches were specifically made for the greatest adventures of our time. They have seen journeys to the bottom of the sea and even to the moon.

The new brand name Fathom was inspired not only by the depth of a true character but how the watches themselves were made with purpose for people doing unfathomable things. We felt it imperative that this shone through in an iconic marque. We explored the earth, the sea and the air for venturesome icons. We landed on the ultimate representation of true character Jacques - Yves Cousteau.

Cousteau, a diver who occasionally wore Blancpain’s Fifty Fathoms is intrinsically connected to our name and the depth of true character.

Our icon is a play on Cousteau’s invention ’Denise’. A diving saucer capable of exploring depths of 200 fathoms, a thrilling marvel of functionally romantic engineering much like Fathoms ever changing vintage watch collection.

Each aspect of the brand design, from the meticulously crafted icon to the carefully curated photography reflects the charm and sophistication of a bygone era. In a world where trends come and go we were careful to craft a timeless charm that educates the client about the journey of each individual vintage watch, allowing Fathom to tell the story and decide who continues the legacy.