At a Glance
The Challenge: Establish a new digital benchmark for interactive luxury watch experiences while preserving Rolex’s premium standards.
The Solution: A dual-experience iPad application featuring photorealistic 3D product demonstration with authentic physical interactions (lifting, clasp operation, crown manipulation) combined with a multimedia magazine experience delivering custom editorial content with seamless transitions between product exploration and brand storytelling.
The Problem
My Role
Project Lead and Senior UX Designer - As project lead at Firstborn NYC, I managed all aspects of this groundbreaking digital experience development. My comprehensive responsibilities included:
Strategic project scoping and comprehensive planning across all development phases.
End-to-end project management coordinating technical, creative, and client requirements.
User Experience (UX) design direction ensuring authentic luxury interaction translation.
Client relationship management with Rolex stakeholders and brand guardians.
Coordination of user testing initiatives with luxury timepiece owners and enthusiasts.
Quality assurance oversight ensuring final product met Rolex's exceptional standards.
Research & Discovery
Contextual Inquiries
Conducted comprehensive interviews with Rolex sales professionals to understand how customers interact with timepieces in retail environments and what aspects of physical interaction drive purchase decisions.
Owner Experience Research
Performed in-depth interviews with Rolex owners to identify the most meaningful aspects of timepiece ownership and interaction patterns that create emotional connection.
Critical Insights
The physical ritual of handling a Rolex is as important as the watch itself.
Every gesture and interaction must feel authentic to maintain luxury positioning.
Watch enthusiasts expect unprecedented levels of detail and accuracy.
The emotional connection to luxury timepieces is deeply tactile and personal.
Digital experiences must enhance, not replace, the traditional luxury experience.
Strategic Approach
Four Key Transformations Framework:
From Static to Interactive: Moved beyond traditional product photography to create a fully manipulatable 3D model that Rolex confirmed was indistinguishable from the physical timepiece.
From Display to Experience: Rather than simply showing the watch, recreated the entire ritual of discovery - from opening the box to adjusting the crown and pushers with authentic resistance and feedback.
From Technical to Emotional: Balanced detailed product demonstration with rich editorial content, creating a multimedia magazine experience that told the Daytona's heritage story.
From Digital to Tangible: Every interaction was meticulously designed to mirror the physical experience of handling the actual timepiece, creating unprecedented digital intimacy.
Industry Recognition