What?Watch

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

As part of a small, multidisciplinary team of three designers—two industrial designers and one visual designer—the project was approached with a comprehensive, 360-degree perspective, ensuring alignment with the brand’s vision. While the product design for the watches was being finalized, the team simultaneously developed the brand identity, companion app, e-commerce website, and packaging. At the heart of the project was the brand manifesto, championing curiosity and exploration: “The curious kind.” The brand identity was designed to evoke a sense of discovery, balancing modern innovation with timeless elegance. From the logo and typography to the color palette and digital experiences, every design element reflected this philosophy, ensuring a cohesive and unified brand experience across all touchpoints.

The design of the What?Now app was a key element of the project, providing users with an intuitive way to capture moments in time. The app needed to reflect the same principles as the watch—simple, purposeful, and innovative. We focused on a user experience that felt natural and unobtrusive while offering a seamless connection between the physical product and the digital world.

Agency: TBWA Helsinki
Art direction and design: Gra Monteleone
Industrial design: Daniel Julier, Umberto Onza
Website development: Esko Räsänen
Lifestyle photography: Robert Lindström
Product photography: Mikko Ryhänen