The Hour Glass

Thirty years in the business and counting, The Hour Glass has grown into a leader and international ambassador for the greater appreciation of haute horology.

Commissioned to update the brand’s identity, we took inspiration from the brand’s key values: Originality (raw inventiveness), Artisanship (passionate application of skill and perservance) and the Experiential (delighting the senses). A rebranding strategy was devised to emphasise the wordmark while preserving the symbol as a signature hallmark.

The brandmark was realigned by moving the symbol from its traditional 12 o’clock perch to an elevated position and embossed. The colour palette was next revitalised by playing the brand’s traditional gold tones against a modern spectrum of white, champagne and metallic brown.