Alexandre Christie

The catalogue was exported in full first, including the per-colour data Shopify's own export silently drops, so colour siblings can be combined into one product page without losing their specs. The new theme was built on sections of our own, and the rebuilt store went live on 8 June.

The home page is designed at 1920 pixels. Instead of reflowing it at every width, the whole page scales with CSS zoom above tablet size, so every desktop sees the layout the designer drew, and phones get each section's own layout. Background video was the heaviest thing on it, so it now loads only as it scrolls into view: 18.09 MB on load became 8.25 MB.

Each watch page shows the chosen colour's own photos (its main image plus that colour's gallery) with a full-screen zoom, swipe on phones, live stock on limited editions, EMI from both payment partners, and the warranty and manufacturer details. Single watches, straps, winders and accessories each have a template of their own, so every product reads the way it should.

The old locator stacked 25 city sections, and searching for Delhi only filtered the first one. I replaced it with one map: 124 stores geocoded from their pincodes and localities, since none had coordinates, clustered on OpenStreetMap with no API bill, a list that filters as you type, nearest-first from your location, and directions for each store. It now lists 143 stores, and a Find a store link on every product page is tracked as its own event.

Its sections hand off to each other in a choreographed scroll. When that timing was kept in step by hand it drifted five times, so now each section publishes its exit length and the next one reads it at runtime. Every change to the page is logged in a technical record that runs past 230 rows.

121 reviews were cleaned into Judge.me's import format, and 26 review videos were converted for the web and hosted on Cloudinary, with a QA page to check each one. The storefront can't call Judge.me's API directly, so the home carousel reads the review data Judge.me keeps on each product instead.

The pre-buzz page is generated from a static prototype by a build script, so markup and Liquid never drift. The product page was built from the desktop comp, then every section got a phone layout from its own comp while desktop was checked pixel for pixel: zero difference. Crystals have per-vertex thickness baked in so light passes through them like glass, and the moon comes from NASA's lunar topography, cut from a 299 MB source to web sizes. It went live on 25 September.

1,216 frames of 4K, 60 fps footage, with only the model kept. BiRefNet HR matting ran in half precision on Apple silicon, about 5 times faster than full precision. The director was removed with tracked masks, a screen-colour key caps the matte, and flicker was measured as pixels that move and move back, then cut to about a fifth of the first version over several client review rounds.

The warranty banner's watches were cut out of their white packshots with BiRefNet, with strap reflections removed so they float cleanly. The airport locator runs a camera flight: push in, a fog that closes and reopens, then the plane lands on the next airport's runway line. Its timing is a setting the team can tune, and the locator covers all seven airport stores.

An SEO checklist was worked through one item at a time, each checked against the raw HTML Google fetches. No product page had a meta description or Product structured data, so all 800+ now carry both, merged with the review rating Judge.me adds. Every page got one H1, canonical links, breadcrumbs with structured data, crawlable pagination and, on collections, an introduction that links to the buying guides. Mobile Lighthouse scores of 28 to 48 led to self-hosted fonts, subset icon fonts and deferred scripts.

Most watches are bought in a store, so the Meta account was built around that: launch campaigns for Black Forge and Cosmic, a purchase campaign with audiences from site visitors, shoppers and buyers, winder ads, a catalogue, and one tracking template on every ad. Reports count Find a store clicks next to online orders, and the Cosmic pre-launch campaign brought in 154 registrations before it went on sale.

For the unboxing montage, SAM 2 tracks each dial through every shot so only the dial gets a softer black point, with a per-cut lift so darker sections match the accepted close-ups and the audio copied bit for bit.