Translating a luxe heritage story into the digital space.
In an homage to the work of his father David Yurman, son Evan, the Design Director of Men’s Jewelry and Timepieces for David Yurman came to JWALK with a product that spoke to his father’s iconic design style, while building on the singularity with a bold new visual language. The product was the ANCESTRALE, an exclusive extension of the Classic men’s watch collection. Evan was inspired by the cognac making process and wanted this to come across in ANCESTRALE’s introduction to the world.
Tasked with linking the craftsmanship of the watch making process with the aging and creation process of cognac, JWALK dug deep into our storytelling roots to make the rich tale come to life online. ANCESTRALE is a very old, refined, and desirable Cognac. It is complex and lingers on the tongue once tasted. We wanted to make sure that our storytelling and design mimicked this by making sure ANCESTRALE lingered in the mind’s eye once seen.
For the launch of the special collection, we designed a microsite with stunning 3D renderings of the watch that showed off its incredible detail. We also created video content for the site to capture the essence of the watch’s inspiration, including footage from Cognac, France and research into the passion and inspiration from which Evan designed ANCESTRALE. The site became an embodiment of the rich and alluring timepiece, creating a holistic feeling of meticulous craftsmanship rather than just a vehicle to sell a product.