Branding the Watch World’s Met Gala
While much of luxury gets louder, Rolliefest – the watch world’s most exclusive gathering founded by Geoff Hess – moves quietly: invitation-only, relationship-led, passion-filled. What began as a circle of friends has grown into a global network of wristwatch enthusiasts. We distilled that unique kinship, authenticity, and reverence into a brand as rare as the pieces it celebrates. A brand strategy, identity and experience that venerates time, centres on the quest, and gives horophiles a banner under which to gather.
project
Rolliefest Brand & Web Design
client
Rolliefest
Services
Brand Strategy
Visual Identity System
Motion Design
Digital
COLLABORATORS
Honouring
time
The strategy was rooted in the rarity and reverence of time, a commodity many Super Collectors lack, and the deep appreciation of timelessness in a world that favours timeliness. From this insight we defined a brand platform that articulates the unique role Rolliefest plays in collectors’ lives: ‘make time for timeless’. Our brand world brought to life the idea that time is treasure and moved Rolliefest beyond product worship to something richer: stories, legacies and connections.
Craft in
every detail
Watch people know details matter. The identity draws on the hidden language of horology. The Rolliefest monogram is a triangular mark inspired by the discoverable craft inside casebacks – pure ‘if-you-know-you-know’ cachet. The wordmark, a characterfully crafted, delightfully imperfect, script recalls iconic vintage watch lettering. Each edition of Rolliefest is once-in-a-lifetime event as meaningful and unique as the timepieces on the table – a city, a landmark, a story. Taking place in 2025 at The Met’s Temple of Dendur, we drew on Isis, the Egyptian winged goddess said to steal back time. A myth made modern, giving this gathering its own hallmark in the form of collectable merchandise.
Making the
brand move
We translated the brand strategy and identity into a digital experience that moves with intention and precision. Celebrating the people and events that make the brand special, with quiet nods to watch details like hour markers, watch hands, and the bevels of the rarest watches. The result is a brand that captures the essence of Rolliefest – community, legacy, and deep respect for watches. And a brand that, in every iteration, stays true to its core: making time timeless.
Growth
Standout
Fandom
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