Smith & Milton rebrands WOS

Upmarket watch retailer Watches of Switzerland is to receive a new identity from brand and packaging group Smith & Milton. The consultancy was appointed on the strength of previous identity work with Mappin & Webb and Aspreys, subsidiaries of WOS parent MW Group.

The new marque will be a ‘radical departure’ from the existing identity – a bold red symbol with a white keyline – and aims to give the company ‘more personality’, says a Smith & Milton spokesman.

‘We have maximised the brand name Watches of Switzerland to make the most of its length,’ adds the spokesman. The identity will roll out across internal and external communications as well as shopfronts.

The identity work is part of a wider rebranding project, including a new pilot store at 1 Bond St, London. This will showcase interiors by Brussels interiors group Creneau and opens next month.