A luxury magazine built from the ground up: positioning, structure and editorial line.
The homepage: one story at a time, told through images.
Brief
Not On My Watch tells its readers which parts of luxury deserve their time, and which don't.
An English-language digital magazine covering watches, fine jewellery, fashion, beauty and lifestyle.
An article page: a single idea, argued with restraint.
The Watches section: watches read through culture, not specifications.
Challenge
Launching a luxury title at a moment when advertising no longer funds magazines.
The answer was a different model: one in which brands invest in content and credibility rather than in ad space.
The mobile edition, designed for reading on the move.
Approach
Building the media end to end: digital architecture, categories, visual templates and an editorial line of its own.
AI accelerates parts of the design, structuring and optimisation. Editorial direction, strategic decisions and art direction remain human.
Editorial collage, the magazine's visual signature: Fashion Week.
Editorial collage: John Galliano.
Delivered
Site architecture and categories.
Visual templates, typography and layouts.
Editorial line, tone of voice and recurring sections.
Article writing.
Titles and metadata built for Google.
Visual for “Why Carolyn Bessette-Kennedy Makes Sense Again”, on the return of 90s minimalism.
Results
Editorial and SEO strategy: +159% page views and +27% users in one week; 86% engaged visits from Google; readership in 15 countries.