Everything about this watch screamed ‘luxury’ but the founder’s vision was to smash category conventions with a brand personality that didn’t take itself so seriously.

My mission: to make JRW sound like the kind of guy our target audience wanted to be. Suave, sophisticated, witty and sharp but also a little rugged. Not arrogant, but definitely confident. Magnetic.

The brand came together so well, it was even mentioned in a pre-launch review - with special mention of the copy I wrote.

Bit chuffed.