2021

Amsterdam Vintage Watches

Len Koster

Design & Direction

Profile

Len Koster

Design & Direction

What I did

Product & brand strategy    
Creative & art direction    
Digital product design
Design research
    E–commerce

Research & insights
Product & brand strategy  
Product discovery
Business development
Creative campaigns    
Digital product design
Design systems
Design research
    E–commerce
    Product leadership

Credits

Video: Viral Solutions
3D Render: Generous
Development: Arvin Leeuwis

Amsterdam Vintage Watches is one of the world's leading dealers of vintage watches from brands like Rolex, Patek Philippe and Cartier.

Atelier Munro is making menswear personal again. Taking all the best parts of made-to-measure – the choice, the fit, the hospitality, the ‘on demand’ production – and evolving it for the modern man.

I help them merge on- and offline as their Head of Digital.

Visit website

As a watch enthousiast myself, I was already following AVW’s activities across multiple channels — their active online presence showcased the watchworld in a new and exciting way. Not according to standards and supercilious like others.

Capitalising on this existing presence, I pro-actively reached out to update their last missing touchpoint; their website.

To ensure their growth within e-commerce and differentiate them in the saturating market of vintage watch dealers, we collaborated on creating a digital strategy and presence that makes Amsterdam Vintage Watches truly stand out on every way.

Built together with Arvin Leeuwis, we've developed the next phase of their digital presence — emerging offline with online. Which includes a shop, online museum, and video platform ‘King of Vintage’.

Online museum

The watch market is a hot market, new pieces usually sell out quickly and are therefore only available for a short period of time. We came up with a concept to eternalise AVW’s special offering by highlighting specific pieces in an online museum. Showcasing all greatness that has been sourced before, and available to the public forever — even after being sold.

Manifesting character through storytelling

For Atelier Munro, it’s about more than clothing. They want to empower men to reach their potential, inside and out. It’s a ceaseless pursuit of culture, quality, and authenticity. Yes, they create clothes worthy of your character. But they also connect with the world around them, sharing their knowledge, and stopping to appreciate craft wherever they see it.

To make this possible, we revamped the marketing website towards a platform that tells both newcomers and existing clientele the latest stories by the brand — usually in the form long read content empowered by a combination of video and rich imagery.

King of Vintage

Jasper, owner of AVW, travels the world to meet clients, partners and overall watch enthousiasts. From time to time, these visits are turned into videos as a documented series. Jasper’s alter ego ‘King of Vintage’ is the star of this show and we created a dynamic video platform to showcase the results.

The AM Times

Moving away from traditional direct marketing and sales communications, The AM Times is a bi-monthly publication on a specific theme. A stepping stone to explore the love for character. Born out of a need to tell more stories, share deep dives, and explore the boundaries of what is happening at Atelier Munro. Capturing the people they work with, the products they make, the places they visit, and the planet we all love. An ode to their world and those that connect us to the outside.