I had the great fortune of being one of the art directors at Critical Mass who redesigned Rolex.com a couple years ago (the site has since been re-re-designed by a different agency). The client wanted the best because they ARE the best. Thus, we went through a fairly exhaustive exploration process before arriving at our final solution.
Part of our education on Rolex was to visit their facilities in Geneva (we were forbidden from taking photos in their actual factories, but here’s a little flickr set of the trip). This gave me the perspective I needed to inform our design solutions. They spare no expense to create their watches, and they use the absolute best of everything to ensure their products stand above all others.
Our design for Rolex.com was to exude absolute excellence. From layout to typography to the navigational experience. Everything was to be top notch and act as the digital voice for an iconic brand.
Below are some interface explorations we went through in the year it took to get to our final solution (that year includes development of the final site).
Rolex.com was also awarded an FWA on March 14, 2007.
Here’s a link to Rolex.com as it is today.
Tags: interactive, luxury, Rolex, watches
