1010
Project Info
1010
Sector

Luxury Watches

Location

Dubai

Based in the UAE, 1010 brings a global perspective to the booming horology market; generating curated content on all aspects of the industry, from manufacturers and craftspeople, to sellers, buyers and collectors.

Six was commissioned to realise the entire brand concept, including logotype, visual identity, art direction, magazine and website, with a strong focus on a refined and timeless aesthetic that resonates with 1010’s UHNW audience.

The brand was launched as the official partner of Dubai Watch Week, an international event dedicated to the preservation of watchmaking culture. A bespoke 1010 popup lounge provided the hub for the event, hosting the regional launch of Maserati and Bulgari's new collaboration, the Octo Maserati.

The objective of the new website was to create a world class luxury portal, bridging the gap between quality editorial content and the ability to purchase timepieces and related accessories. eCommerce is seamlessly integrated within the user journey, utilising content to inform and inspire whilst providing context to drive transactions through a logical shopping process.

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Logotype

The name 1010 derives from the ‘hand’ positions commonly used in professional watch photography and is the influence behind the supporting brand icon.

The logotype balances subtle middle eastern references with a timeless and classic luxury aesthetic, complementing the various brands it showcases, from the highly functional to the beautifully ornate.

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Visual Identity

The 1010 brand is rooted in its digital portal, supported by a quarterly magazine published around the most important dates on the industry calendar. The print aesthetic is heavily influenced by the typographic system established in the design of the website, solidifying a cohesive visual identity across all touchpoints.

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Modular Framework

The website is built in a modular framework, utilising a system of customisable components, enabling greater flexibility in the curation of editorial content and targeted commerce opportunities.

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Content + Commerce

The watch listing and detail pages were designed to showcase the products within an immersive, interactive environment; coupling intelligent UI with a considerate approach to storytelling, seamlessly blending content and commerce.

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Branded Stores

1010’s dedicated team draw on their close relationships with some of the biggest brands in the industry, to present a curated selection of the world’s most coveted timepieces.

We built a flexible framework that allowed the team to create custom store fronts for each participating brand, successfully achieving a unique brand experience, through the use of customisable fonts, colour options and interchangeable content modules.

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