Richard Mille watches run from roughly $200k to over $1m. At that price the site isn't a shop, it's a showroom: nobody adds a $1m watch to a cart. The redesign had to sell the object and the engineering, then hand you to a boutique.
Product pages read like a technical dossier (movement, materials, finishing), because this buyer already knows watches and wants proof, not adjectives. Filters work by concept, range, material and tourbillon type, never by price, on a black canvas so the watch is the only colour on screen.
- 01Product pages written as a technical dossier
- 02Filters by concept, range, material and tourbillon type, not price
- 03A black canvas: the watch is the only colour
- 04Hands the visitor to a boutique instead of a cart
The home page hero
A collection page
The menu
Role
- Creative direction
- UX and UI design
Craft
- Interaction design
- UI animation
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