Luxury Watch Website Concept - Rolex
Date: February 2025 • Project type: UX/UI Design Exercise
To stretch my design muscles, I sometimes do self-led design exercises. I wanted to design a landing page for a luxury watch company and ended up redesigning Rolex’s website landing page, since compared to its competitors I thought the design was not as well-executed. Read below what I thought the problems on their website were and how I solved these issues.
Project Goals
At first my goal was to create a luxury watch company website concept for a made-up brand. When researching luxury watch brands and their websites for inspiration, I noticed that Rolex’s website was noticeably more poorly executed compared to its competitors like Richard Mille, Tag Heuer, A. Lange Söehne etc.
The problems I noticed were:
Laggy full-screen videos (have been fixed since I started the project).
Not placing the footer at the end of the page is against web design best practices.
Messy and confusing information architecture in menus.
Attempt at using Rolex’s signature green color, but nothing else on the website matches it.
The choice of a simple typeface does not convey Rolex's brand, which should be luxury, legacy, wealth, prosperity, etc.
Therefore I decided to redesign the Rolex website’s landing page and try to fix most of these issues.
Results
Branding
As for the look and feel of the landing page, I decided to include more of Rolex’s brand. As you open the website, you can immediately see their slogan, followed by a call to action to see their watches.
Their logo features Cadmium Green and Metallic Sunburst as their official colors. I saw an attempt on their original website to use green, so I decided to choose dark green as the accent color. Dark green color represents sophistication, wealth and luxury which are also keywords for Rolex’s brand.
From what I know, they also ship their physical products in a green box with their box’s lining being light beige, which I chose as a neutral background color.
With the font choices I can say I opted for a more traditional old-timey direction to highlight the legacy and history of Rolex, instead of something 100% modern.
However I didn’t want to go all the way in the traditional direction, since I am sure they are trying to appeal to the modern man as well, so I figured mixing modern and traditional would be an appropriate choice.
Information Architecture
The menus were quite confusing and messy so I made a bit of a cleanup on the main top menu, taking inspiration from their competitors’ websites. Footer menus needed even more help so I quickly reorganised the links in a way that made more sense.
As this was a simple design exercise and I wasn’t hired by Rolex, I didn’t go too deep into information architecture. However if they were my real client I would do thorough research on how the website should be structured, as well as what categories would make most sense.
