The new captain of Rodania, Philip Cracco, noticed the need for an individual and savvy watch brand. And, in order to steer Rodania towards a new future, he needed to find a way to connect Rodania with a new generation of watch buyers.
Having a clear and distinctive story is critical in building a brand. However, there's a distinction to be made between broadcasting your story - storytelling - and living your story - storydoing.
And because we wanted to leave the values of Rodania untouched, we decided to build a new sub-brand from scratch, for the young and wild ones.