Case study · Retailer redesign (unofficial concept)
Rolex Retailer Concept Redesign time, revealed.
An unofficial redesign for a UK luxury-watch retailer — scroll-driven film, swipeable collection, heritage timeline and appointments.
This is the real website. Scroll it, tap it, try it. On a phone it’s best full screen.
- Type
- Retailer redesign (unofficial concept)
- Sector
- Luxury retail
- Sections
- 8
- Built with
- Hand-coded · no templates
About the site
An independent concept redesign for a UK official watch retailer, made to show what a cinematic, phone-first version of a heritage jeweller’s site could look like. It opens with “Time, revealed.” and a watch film that plays as you scroll.
The idea
Heritage retailers often have great stories and slow, cluttered websites. The redesign keeps the story — a timeline from 1778 to today — but leads with film, a clean swipeable collection with prices, and one clear goal: book an appointment in store.
What we built, section by section
- 01
Time, revealed
The scroll-driven hero film.
- 02
Built to outlast the moment
The Oyster Perpetual feature.
- 03
More than a watch
Heritage introduction.
- 04
Icons, selected
Four models with prices in a swipeable row.
- 05
A new golden age
The 2026 launch.
- 06
Measured in generations
A timeline from 1778 to today.
- 07
Precision deserves precision
Servicing, with film.
- 08
Your journey starts in person
Appointments.
From the build
Films and pictures from inside the Rolex Retailer Concept Redesign website. Swipe through.
Features
- Scroll-driven hero film
- Horizontal swipe collection
- Heritage timeline
- Servicing film
- Appointment call to action
Look and feel
Deep green and gold — cinematic, premium and restrained.
Under the bonnet
- Scroll-linked video, hand-coded
- Horizontal scroll-snap collection
- Safe-area layout for notched phones
Like everything I build, it’s made from scratch. No page builder, no theme. So it’s quick, it works on phones first, and it’s easy to change later.
Independent concept redesign for demonstration purposes — not an official site and not affiliated with or endorsed by the retailer or the watch brand.
