Rebuilding the Luxury Resale Experience
How do you earn the trust to sell a five-figure watch entirely online?
Crown & Caliber is a startup built to sell high-value pre-owned watches online, where a single purchase can run into five figures and the buyer has to trust the seller completely before committing. As the company scaled, the site and brand had to do real work: convert high-consideration buyers, build confidence at every step of the funnel, and grow a loyal audience rather than chase one-time transactions.
The work ran on three fronts, all in-house: optimizing the customer funnel through a full site redesign, maturing the brand to support a fast-growing company, and building owned editorial content to earn audience attention well beyond the point of sale. Design led, in close partnership with the content, social, email, and photography functions.
- Crown & Caliber
- Luxury E-commerce (pre-owned watches)
- In-House
- Senior Graphic & Visual UI Designer
Crown & Caliber was a private-equity-backed startup, founded in 2013, that bought and sold authenticated pre-owned luxury watches online. In a category long built on in-person trust and brick-and-mortar dealers, selling five-figure watches online demanded a brand and digital experience as credible and considered as the products themselves.
A full website redesign optimizing site structure, homepage, and product landing and detail pages for the customer funnel and user experience. The redesign and marketing-automation integration contributed to 3X revenue growth from 2016 to 2017.
A matured company brand built to support rapid growth, applied across the site, marketing, packaging, and shipping materials for a consistent, elevated experience worthy of the products.
“Unwound,” an editorial content brand and site covering luxury watches, industry news, and collecting, including a collector interview series with video, built to earn audience attention and engagement beyond the point of sale.
