Luxury Watch Branding and Website Design & for TimepieceFNF
Alexander Cillan
Timepiece FNF – A Trusted Platform for Luxury Watch Trading
Brand, website, and enquiry platform for a group with $10M+ in verified sales
Overview
Timepiece FNF is a luxury watch platform tailored for collectors and enthusiasts, offering an elegant space to buy, sell, and explore rare timepieces. Known for its curated inventory and modern approach to watch trading, the brand wanted to elevate its presence across three key fronts: branding, website design, and its selling enquiry system.
Collections and blog entries sections from the Timepiece FNF landing page.
I partnered with the founders to deliver a full visual and UX overhaul — creating a modern, luxurious identity that feels both high-end and approachable. We refined the brand’s core logo, built a dark-mode responsive website, and designed a seamless, multi-step platform for users to submit their watches for sale. All while ensuring full mobile optimization, clarity, and visual consistency.
At Timepiece FNF, our mission is to be the premier destination for luxury watch enthusiasts worldwide. With years of experience and thousands of successful transactions, we offer an extensive inventory of 100% authentic watches from all prestigious brands. We pride ourselves on being able to source any watch in the world, no matter the challenge. At our core, we strive to deliver a transparent and rewarding experience for our customers.
Mobile responsiveness from the landing page and product page.
The Problem
While the business had a strong reputation and network, their visual identity didn’t match the premium nature of their offering. The original logo was overly complex, lacked balance, and felt dated. The website was cluttered and visually disconnected, with no clear structure, making it hard for users to navigate available watches or submit their own for sale.
Original logo on the left. New logo on the right.
They needed:
A cleaner, more professional brand identity
A dark, elegant website that aligned with the luxury feel of their watches
A multi-step platform to receive accurate user submissions without friction
The Solution
We started with a complete brand refresh. I explored five logo directions and we landed on a simplified, geometric version of the original — one that retained the brand’s essence but felt sharper, more timeless, and easier to reproduce across formats. The final result was so well received that it became the base for physical merchandising, including a diamond chain.
Custom jewelry using the new Timepiece FNF logo.
The website was designed with a luxurious dark aesthetic, combining a serif typeface for titles with clean sans-serif body text to strike a balance between classic and contemporary. Each page — from the homepage and collections to testimonials and policy pages — was thoughtfully curated with premium watch photography, subtle UI details, and mobile-optimized layouts.
Sell your timepiece screen, along with client testimonials.
To support their watch acquisition flow, we designed a dedicated “Sell Your Watch” platform. The multi-step form guides users through each input field — watch model, brand, condition, documents, and media uploads — in an intuitive, distraction-free process. The result is an experience that feels fast and seamless on both desktop and mobile.
Screen part of the selling enquiry form.
Final Results
The redesign gave Timepiece FNF a modern, professional, and mobile-first visual presence — with a flexible identity system and clear UX patterns applied across every touchpoint. The work not only elevated the brand’s image, but also made it more functional and trustworthy for new and returning users.
Clean new logo used across print, digital, and merch
Dark-mode website with luxury appeal and curated content
Responsive design for desktop and mobile
Multi-step selling form built with UX clarity
Structured brand architecture across pages
Testimonials imagery for social media.
Thanks for Reading
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Posted Aug 24, 2025
Brand and UX design for Timepiece FNF, a platform to buy, sell, and trade luxury watches like Rolex and Patek Philippe.
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Timeline
Apr 4, 2024 - Jun 13, 2024
