Wrist Aficionado is an elite purveyor of the world's most rare and extraordinary timepieces. Having evolved from a New York mainstay into an international luxury destination, they provide an unparalleled retail experience for discerning collectors across their exclusive boutiques in New York City, Beverly Hills, and Miami Beach.

| The Problem

Wrist Aficionado possessed an exceptional inventory of the world's most coveted timepieces, but their market presence didn't match the caliber of their collection. When our partnership began, the brand was operating without a defined archetype or distinct tone of voice. The existing marketing pipeline was underdeveloped, relying on an under-optimized website and a single social media channel (Instagram), resulting in significant positioning issues.

| The Solution

The mandate was clear: to spark life into the brand and build the strategic foundation necessary for ambitious expansion. Our engagement began by defining the core value proposition—who Wrist Aficionado is and how they stand apart. We established a sophisticated brand voice and a commanding visual identity, immediately overhauling the website and social media strategy to reflect the exclusivity and expertise inherent to the company.

| Executing the Vision Across All Touch Points

The strategic roadmap required meticulous execution across a rapidly expanding physical and digital footprint. As Wrist Aficionado targeted new markets—moving the HQ to the Upper East Side and launching in Miami Beach and Beverly Hills—the challenge was maintaining brand consistency while scaling the luxury experience. I guided the aesthetic planning for these new boutiques, ensuring the environmental design aligned with the newly established brand identity.

To support this growth and the increased demand for high-caliber content, it became essential to internalize the creative process. I transitioned into the role of Creative Director, where I recruited and led a dedicated in-house team. By building this internal engine—comprising photographers, videographers, designers, and social media experts—we ensured that every piece of collateral, from bespoke watch boxes and gloves to comprehensive digital catalogs, reinforced the brand’s elite positioning.

| The Impact: Trust, Reach, and Legacy

Our holistic stewardship solidified Wrist Aficionado’s reputation within the discerning global luxury community, fostering the deep trust required by an elite clientele. The success of the initial strategy turned a one-year engagement into a transformative five-year partnership.

During this tenure, we didn't just refine the brand; we dramatically scaled its influence. Under my creative leadership, the digital footprint grew from 99,000 followers on a single channel to a dedicated community of over 700,000 fans across Instagram, TikTok, and YouTube. This proven success in transforming a luxury retailer ultimately served as the foundation for launching my own consultancy, dedicated to helping other jewelers in the Diamond District grow and scale their businesses.