Cinematic product experience powered by motion and interaction.
Building a unified design system and digital experience for a global launch campaign.
Year
2025
Industry
Luxury & LifestyleLocation
Switzerland, Europe
Services
Website
Collaterals
Event Design
Presentations
Instagram Grids
Project Overview
An ultra-luxury watchmaker entering the world of blockchain culture
Franck Muller, widely known as the Master of Complications, represents one of the highest levels of craftsmanship in luxury watchmaking. With decades of heritage built around intricate engineering and design precision, the brand continues to explore new intersections between tradition and technology. Through Franck Muller Encrypto, the brand introduced a collection that integrates the world of cryptocurrency and blockchain into watchmaking — embedding QR codes and digital identity directly into the timepiece. For the 2025 launch, Franck Muller collaborated with Solana, creating a limited-edition watch inspired by the visual language of the Solana ecosystem — neon gradients, ultraviolet tones, and futuristic aesthetics. Only 1,111 watches were produced globally, making the release both exclusive and highly anticipated within the crypto and luxury communities. The launch was planned around a major campaign and event in the United States, requiring a cohesive rollout across multiple brand touchpoints.
Challenge
A legacy brand, but an invisible presence.
Maintaining luxury precision while executing a fast-paced global launch
For brands operating in the ultra-luxury category, the expectations go beyond aesthetics. Every detail — visual language, typography, layout, motion, and communication — must align with the brand’s heritage and prestige.
The launch demanded:
• A complete design ecosystem across digital and physical asset
• A strict adherence to Franck Muller’s brand DNA
• The ability to work under rapid, evolving timelines around launch events
• A digital experience that could translate the fusion of watchmaking and blockchain culture
At the same time, the product itself carried strong visual energy through the Solana collaboration, requiring the design language to balance luxury restraint with technological boldness.
Approach
Designing for diamond buyers isn’t about aesthetics; it’s about trust, precision, and legacy.
Rather than treating each asset independently, the project was approached as a coordinated launch ecosystem.
Over a three-month period, Wings collaborated closely with the Franck Muller team to design the entire visual and communication framework supporting the launch.
This included:
• Website experience
• Launch presentations and pitch decks
• Event booth designs
• Social media communication
• Marketing collaterals
• Product storytelling assets
The goal was consistency — ensuring every touchpoint spoke the same visual and narrative language while reinforcing the identity of the Solana collaboration. The working process was highly collaborative and adaptive. Luxury product launches often evolve rapidly around events and announcements, and the design process required quick responses, overnight iterations, and close coordination with the client team.
Execution
A cinematic digital launch platform built around motion and product presence
The centerpiece of the launch was the interactive product website, designed to highlight the watch as both an object of craftsmanship and a symbol of digital identity. The experience introduced an on-scroll 3D interaction, allowing the watch to rotate dynamically as users explore the page. Large typographic statements reinforce the positioning of the collaboration: Speed Security Solana These bold elements move through the experience as the product rotates, creating a sense of motion and technological energy. The visual direction draws from the Solana palette — deep purples, ultraviolet gradients, and neon highlights — while maintaining the minimal elegance expected from a luxury watchmaker. Rather than functioning as a conventional product page, the website behaves more like a digital showcase, presenting the timepiece through motion, scale, and atmosphere.
Outcome
A global product launch supported by a cohesive design system
The collaboration launched successfully during the campaign event in the United States, with the website, collaterals, and communication materials working together as a unified launch platform. For the client, the value extended beyond the individual deliverables. The project demonstrated the strength of a long-term partnership, built over multiple launches and collaborations across several years. The Solana launch became one of the standout moments in that ongoing relationship — a project where craftsmanship, technology, and storytelling came together in a cohesive digital experience. Tagline lines (under headings) Context Luxury watchmaking meets the culture of blockchain. Challenge Balancing heritage craftsmanship with a fast-moving product launch. Approach Building a unified design system for a global launch. Execution A cinematic product experience powered by motion and interaction. Outcome A coordinated launch that amplified both brand and collaboration
“Wings didn’t just redesign our website; they reshaped how global buyers perceive us. Their team deeply understood our business and delivered a platform that’s both elegant and effective. We’ve seen stronger engagement, better feedback from partners, and now have a digital presence that truly reflects who we are.”
“Redesigning Shivam Jewels’ digital presence was a deep learning curve. We explored how to distill decades of trust and craftsmanship into a seamless, modern experience.
It taught us to strike the right balance between legacy and innovation; sharpening our B2B storytelling and design thinking in the process.”
WINGS Team
