PAULIN WATCHES
ROLE: Head of Marketing
Concept, Creative Strategy, Positioning, Marketing and Digital Strategy, Art Direction
THE BRIEF
Paulin Watches, an independent watch brand founded by art students in Glasgow, sought to build a stronger brand identity and deepen its connection with customers. Having already achieved recognition with their products being featured and sold in renowned outlets like MoMA in New York, the goal was to further position the brand as approachable and creatively-focused, highlighting its commitment to craftsmanship and the local creative community. My task was to develop a cohesive brand and marketing strategy centred around community building and showcasing Paulin’s unique design ethos.
MARKETING CREATIVE AND SOCIAL STRATEGY, ART DIRECTION, ON-SET DIRECTION
THE RESULT
The central idea was to position Paulin Watches as an inviting, creative brand by showcasing each aspect of the production process and actively engaging with the community. We embraced transparency and creativity, inviting customers to be part of the brand story. The strategy focused on three pillars:
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Showcasing Craftsmanship: We created video content and digital storytelling that highlighted every stage of production, from designing fonts to assembling watches. This approach gave customers insight into the artistry and care behind each product, reinforcing the brand’s commitment to quality and authenticity.
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Encouraging Customer Creativity: On the website, customers could personalise their watches and clocks by choosing strap combinations or designing colour palettes for their clocks using an interactive tool. This fostered a sense of personal connection and ownership over the products.
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Building Community: We strengthened community ties by collaborating with local artists, featuring their work through in-store events, digital content, and Paulin’s ongoing “Art on the Subway” initiative. We curated the store to include other creatives products, aligning with Paulin’s ethos of celebrating local talent. On Instagram, I regularly shared artistic inspiration and featured interviews with font designers, enamelists, and other creatives, reinforcing the message of a thriving creative community.
Additionally, sustainability was embedded in the brand’s ethos by promoting durable products, transparency in production practices, and an in-house repair service.
This focus on long-lasting quality and ethical standards resonated with customers and aligned with Paulin’s commitment to responsible craftsmanship.
ART DIRECTION, ON-SET DIRECTION
