Meridian

Meridian had relied on wholesale distribution for decades. Moving to direct-to-consumer meant building not just an online store, but translating 80 years of craftsmanship heritage into a digital purchasing experience that justified premium pricing.

We treated the e-commerce platform as a storytelling vehicle. Each product page is a micro-documentary: the movement, the materials, the maker. We designed a bespoke product configurator that lets customers see their watch in different lighting conditions and on various wrist sizes. The checkout flow was stripped to essentials — luxury demands simplicity.

Direct-to-consumer revenue exceeded projections by 200% in the first year. The average order value was 15% higher than wholesale, and return rates dropped to under 3%.