Next.js on Vercel
Catalogue, brand routes, and inquiry funnel as one deployment.
Client work
Wrist Watch
A catalogue and an introduction for an independent dealer whose inventory is quoted, never priced.
HL–004 · 2026 · Luxury retail · Web platform
Context
Where the business was.
An independent dealer selling watches and jewelry nationwide, with a client base built through professional sport. The business ran the way that business always has — a message, a call, a piece sourced for someone who already knew what they wanted. What it lacked was anywhere to send someone who had heard the name.
Challenge
What had to change.
Six-figure inventory has to look credible online before anyone starts a conversation about it. But this business publishes no prices — every piece is quoted individually — and holds no authorized-dealer relationship to borrow trust from. A storefront would have been wrong twice: it promises a transaction the business does not offer, and flattens a relationship-led operation into a checkout.
Strategy
How the problem was framed.
Treat the site as a catalogue and an introduction rather than a shop. That single reframing settled everything downstream: if browsing has to feel complete without a price, the photography and the reference details carry the weight a price normally carries.
The second question was who arrives. Collectors come looking for a maison. Agents and managers arrive on behalf of someone else, and need a different conversation entirely.
Approach
The decisions, and why.
Each manufacturer gets a route of its own rather than a filter on one index, so a collector arriving for a single brand lands somewhere composed for it. Agents and collectives get a section framed around representation rather than retail.
Inventory is photographed like editorial and the interface treats it that way. The inquiry funnel carries a type, so a link opens already framed as sourcing or selling — and the trademark notice is stated plainly in the legal pages rather than buried, because an independent dealer referencing protected brand names needs it there.
Each manufacturer is a section of its own, not a filter on one index.
Build
What was made.
- 01
- The catalogue, the client sections, and the inquiry route stay one tap apart.
- 02
- Photograph first, reference details beneath. No price, on any viewport.
System
What sits behind the interface.
The catalogue is edited in Sanity and read by the site, so a new piece goes live without a developer and without a deploy. Enquiries route through a pipeline that confirms receipt to the sender. Every route carries its own canonical URL and social image, so a brand section is indexed as a page in its own right.
One form, three framings — sourcing, selling, or general, without asking anyone to pick a department.
Refinement
How it was improved.
Several structured review rounds through staged deploys, working through navigation, catalogue presentation, and the wording of the inquiry. Most of what changed was language rather than layout — what to call a section, how much to say before asking for a message.
Outcome
What exists now.
The business has an owned platform to send agents, clients, and collectors to directly. Six manufacturer sections give a collector a familiar way in. The catalogue is maintained by its owner without a developer. Enquiries arrive already typed by intent, route to the right conversation, and confirm themselves to the sender.