Timex Atelier is a new line shaped by a simple idea: make 170 years of watchmaking feel current.

Converge partnered with Timex to set the direction of their new sub-brand and carry it through the work—design code, launch strategy, and the films and visuals that bring the story to life. A legacy, not of nostalgia, but of modernity.

We first heard about Timex Atelier in 2022. From that first conversation to launch, the brief evolved, the product evolved, and so did the campaign—but one throughline held: surface an undertold Timex history and real watchmaking depth, and present it in the present tense.

We worked end-to-end: define the direction, codify the design system, then express it across every touchpoint: Creative direction. Strategy. Visual branding/design code. Production. Post. CGI. Stills. Color. Sound.

This is our favorite kind of assignment: take a brand with deep, underappreciated history, do the homework, and make it feel new without breaking the truth. Archive → idea → image—carried all the way through.

Client: Timex
Executive Producers & Project Leads: Samuel Grandchamp, Grey Korhonen
Strategic & Creative Direction: Harry Peacham, Bernise Wong
3D / CGI: Encor Studio