Avalon is redefining what it means to own a luxury watch. Built by ex-CEO of Audemars Piguet & the founder of The Honourable Merchants Group, backed by some of the most influential names in haute horlogerie, Avalon is a platform for collectors to store, manage, and enhance the value of their watch collections and luxury assets. When the project landed on my desk, nothing existed yet. No brand, no app, no deck, no web presence. Just a vision from someone who had spent decades at the highest level of the luxury watch industry, and the ambition to match it.

1. Designing a product that didn't exist yet There was no reference, no V1 to iterate on, no competitor to benchmark against directly. Every screen, every flow, every interaction had to be invented from first principles - for an audience of ultra-high-net-worth collectors who expect perfection as a baseline.

2. The weight of the client's standard When your client is a former CEO of one of the most prestigious watch Maisons in the world, "good enough" is not a concept that exists. Every product decision - visual, structural, typographic - had to hold up to a level of scrutiny most designers will never face in their careers.

3. A hard launch deadline with a live audience The product had to be ready to present — physically, in a room of 500 people in Switzerland — on a fixed date. The waiting page had to be live. The app design had to be demo-ready. The pitch deck had to be investor-grade. Everything, simultaneously, with no margin for delay.

Role: Founding Product Designer

Tools: Figma, Framer, ProtoPie

Timeline: 9 months

Deliverables: Full iOS app design (UX/UI flows), waiting page (Framer), pitch deck, interactive prototype (ProtoPie)

iOS App Design — Complete UX and UI design of the Avalon application: service blueprint, all user flows, screens, and interaction states. From onboarding to collection management, every touchpoint designed for a collector audience that expects luxury in every pixel.

Interactive Prototype (ProtoPie) — A high-fidelity, demo-ready prototype built for investor and partner presentations — fluid, realistic, and designed to make the product feel real before a single line of code was written.

Waiting Page (Framer) — A launch-day web presence designed to capture early interest and convert visitors into waitlist signups. Minimal, editorial, immediately credible.

Pitch Deck — A full investor-grade deck communicating Avalon's vision, market positioning, and product — designed to perform in a room full of industry heavyweights.

🚀 250 people joined the waitlist in the 2 weeks following launch.

Live product presentation to 500 people at a high-profile Swiss launch event

Significant media coverage across luxury and watch industry press

Full brand, app design, pitch deck, prototype, and web presence delivered in 9 months

Waiting page live on launch day

A product designed from zero that instantly read as credible to one of the most demanding audiences in the world

If you're preparing a raise, launching a product, or just need a site that actually converts. I'd love to hear about it. 

→ Book a discovery call: cal.com/jolografik