As one of the few female watchmakers operating in the world of luxury watches, Fiona Krüger has never been short on tenacity and courage.
However, despite her timepieces being renowned for their bold designs, her brand played it rather safe, relying on traditional luxury cues. We evolved the brand, starting with a new positioning and brand story, that encapsulated Fiona’s unique artistic approach. This then inspired a new visual identity for the brand that is as bold and progressive as Fiona’s own design aesthetic.
Brand Identity
Brand Strategy
The new brand positioning—“radical, precisely”—sought to encapsulate Fiona’s unique ability to blend the artistic with the technical. We also developed a new brand architecture that gave the business the right structure to move into new disciplines, without compromising on the timepieces business.
We’re radical but in our own precise way
Fiona Krüger exists to encapsulate radical ideas and apply them with precision to a range of disciplines. We find inspiration in the battle between limitless creativity and limited frameworks. We’re at our best when we work with the limits of a highly technical or precise format, such as timepieces or jewellery. We believe that people are searching for special pieces that have meaning yet also have a value beyond just artistic merit. That’s why so much of our work blends the functional with the radical.
If you were to look up the term ‘dream team’, you would see an image of Notable.
Fiona
Krüger
Founder, Fiona Krüger