What?Watch are mono-functional watches where tradition and innovation is blended perfectly. The first collection ‘Stop the time’ offers a new way to interact with time, saving moments and creating detailed stories with the companion app What?Now.

The project included defining the visual language based on bold typography and playful colors, from the website and the app ‘What?Now’ to the graphics for the packagings.


Agency: TBWA Helsinki

Art direction & visual design: Gra Monteleone

Product design: Daniel Julier & Umberto Onza

Website development: Esko Räsänen

Lifestyle photography: Robert Lindström

Product photography: Mikko Ryhänen