Reformer Watches
2020
Product :: Brand :: Oversight
In early 2020, there was a vision for creating a men’s wristwatch fashion brand that provided beautiful timepieces, at an affordable price, with a powerful brand ethos. The idea was: how can we provide watches that have Swiss movements, inspired by Italian design, that are affordable to young professionals. Furthermore, can we use the product as a springboard to a brand narrative that reinforces hospitality, deference, and civil discourse. Reformer Watches was born - more of the story below.
1: Product Development
Research, Design, & Production
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Research
I began by doing a deep market analysis. With 100’s of men’s wristwatches on the market, what could be Reformers positioning or unique differentiator? My method looked like breaking the market up first by price (3 categories: sub $200, $300-$600 range, and $750+). Then, I looked for style, feature, and function gaps within each category.
Design
Once I found a niche in the market, I had to design a watch that would fit that gap. It needed to be a blend of modern and classical styles, blending the 1960’s Russian and Omega sea style watches, with modern day Scandinavian design. The movement needed to be Swiss, the case thin, the leather authentic, and the glass domed. This would allow the watch to stand out, in a crowded marketplace.
Sourcing
Finding a manufacturer that could match my exact design specifications, while staying within my budget was a challenge. I contacted over 20 producers, and received many prototypes. Once I found the right partner, I wouldn’t compromise on quality. Multiple iterations of the leather band, for example, to eliminate the waxy, plastic-like feel. And God-knows how many attempts to perfect the color way, and the glass dome shape. But finally, we got it dialed and into production.
2: Creative & Brand Development
Packaging, Photo & Creative
Product Packaging
It was important that the first impression with the delivery of the product be a surprising one. Firstly, the watch arrives in a sturdy jewelry box, wrapped about a suede wrist holder. Hopefully, customers place the box on their dresser, where they can see a daily reminder to “Liberate the Past, Author the Future”; a key part of the brand messaging.
Insert
We made sure to include a 4 panel, miniature paper insert with each package, that showed a diagram of the watch, along with branded elements, such as the company story and ethos.
Creative Direction
The key to launching a successful product, especially in the fashion space, is being able to present it with beauty and aspiration. I worked with incredible and experienced photographers and cinematographers to shape the visual direction. Blending inspirational environments like Greek columns, redwood trees, and gothic cathedrals with men in bold, bright colors, suits, and outfits created a juxtaposition of high modern fashion anchored in impressive classical antiquity.
3: Go to Market Strategy
Web, Marketing, & Operations
Website Design & Merchandising
We used Shopify to build and launch our online store. Every color way was given its own unique product name based on famous reformers or revolutionary locations from history. See Website >
Marketing Strategy
In collaboration with my business partner, we created our go-to-market marketing strategy. We started with influencers on social. We sent 1st edition watches to friends and connections to get the word out about the brand launch. With the traffic generated, we captured emails and set up retargeting campaigns. We also immediately started local wholesale accounts with small shops in Redding, CA. Utilizing this as a grass roots opportunity to build fans.
Operations Management
As an entrepreneur, I was thrust into leading the logistics, customer experience, and general management of the company - including financials and inventory planning. All of this has continued to contribute to my expertise as a business leader and operator.
Summary
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I lead the entire charge from soup to nuts. This includes gathering a team of creatives, suppliers, administrators, and executors to create the company from scratch.
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I personally designed and curated every watch by hand. This process was led by research, discovery, and creativity. I found manufacturing, and built a website to sell and distribute the product.
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The creative direction, art direction, and brand message was all a product of my oversight. I led the production of all videos, photography, and copywriting for the brand.
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Reformer Watches shows that Joshua is more than just a creative artist. The ability to oversee product, operations, and make sure the company is operating profitably shows his deep skill set in finance, forecasting, and fiscal management.
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![Product Shot: Reformer Watch]()
1 of dozens of watches designed and manufactured by Joshua Mohline for Reformer Watches.
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![Brand Building Photo]()
Go-to-market photo shoot.
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![Brand creative]()
Go to market photo shoot produced and creative directed by Joshua Mohline.
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![Brand Creative]()
Still from launch day promo video production that Joshua oversaw and creative directed.
Promo Video
Original brand launch promo video. Produced and directed by Joshua Mohline. Inspired by classic civil discourse combined with bold, high fashion branding.