Case study
Avalon
The app that left 500 people holding their breath in Switzerland.
Overview
Avalon is redefining what it means to own a luxury watch. Built by the former CEO of Audemars Piguet and the founder of the Honourable Merchants Group, backed by some of the most influential names in haute horlogerie, Avalon is a platform that allows collectors to store, manage, and enhance the value of their watch collections and luxury assets.
When the project landed on my desk, nothing existed yet. No brand, no app, no deck, no web presence. Just a vision driven by someone who had spent decades at the highest level of the luxury watch industry, and the ambition to go with it.
The Challenge
1. Design a product that didn’t exist yet
No references, no V1 to iterate on, no direct competitor to benchmark against. Every screen, every flow, every interaction had to be invented from first principles, for an audience of ultra-wealthy collectors who expect perfection as the starting point.
2. The weight of the client’s standard When your client is the ex-CEO of one of the most prestigious watch Maisons in the world, “good enough” is not a concept that exists. Every product, visual, structural, and typographic decision had to withstand a level of scrutiny that most designers will never encounter in their careers.
3. A launch deadline, live, in front of an audience The product had to be ready to be presented in person, in a room of 500 people in Switzerland on a fixed date. The waiting page had to be live. The app design had to be demo-ready. The pitch deck had to be investor-grade. Everything, simultaneously, with absolutely no room for delay.
Results
iOS app design — complete UX and UI for the Avalon app: service blueprint, all user flows, screens, and interaction states. From onboarding to collection management, every touchpoint designed for an audience of collectors who expect luxury in every pixel.
Interactive prototype (ProtoPie) — a high-fidelity, demo-ready prototype, built for investor and partner presentations — smooth, realistic, designed to make the product feel real before a single line of code was written.
Waiting page (Framer) — a web presence for launch day, designed to capture early interest and convert visitors into waitlist sign-ups. Minimal, editorial, immediately credible.
Pitch deck — a full investor-level deck communicating Avalon’s vision, market positioning, and product, designed to perform in a room full of industry heavyweights.
🚀 250 people joined the waitlist within 2 weeks of launch.
Live product presentation in front of 500 people during a launch event in Switzerland
Significant media coverage in luxury and watchmaking press
Full brand, app design, pitch deck, prototype, and web presence delivered in 9 months
Waiting page online on launch day
A product designed from scratch that immediately felt credible to one of the most demanding audiences in the world
15+ satisfied clients
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