Concept & Strategy

I work with brands to develop watches that feel original, considered, and commercially successful. My approach blends creative design with strategic thinking, ensuring every project — from sketch to launch — carries both aesthetic appeal and market relevance. Whether shaping a single concept or building a long-term vision, my focus is on creating watches that connect with the people who wear them and stand out in a competitive industry.

Micromilspec Milgraph

Concept Design

Great design is only part of the story. I also help brands think strategically about where their watches sit in the market, who they’re for, and how they should be communicated. From positioning and pricing to launch strategies and brand storytelling, my role is to ensure each project has a clear identity and direction. It’s about giving every watch not just a design, but a place in the wider conversation of modern watchmaking. I’ve worked with clients both privately and through Fratello, bridging creativity with commercial awareness to make sure each release feels distinctive and relevant.

Fratello x RZE Resolute Pro Contour

Product Strategy

Great design is only part of the story. I also help brands think strategically about where their watches sit in the market, who they’re for, and how they should be communicated. From positioning and pricing to launch strategies and brand storytelling, my role is to ensure each project has a clear identity and direction. It’s about giving every watch not just a design, but a place in the wider conversation of modern watchmaking. I work to bridge creativity with commercial awareness, making sure each release feels both distinctive and relevant.

I have worked with:

Black and white logo of Louis Moinet, with a fleur-de-lis symbol above the name and the year 1806 below.
MinaSe logo with a stylized black and white map marker icon and the tagline 'Handcrafted Timepieces of Japan'
Stylized logo with yellow and black arrow shapes pointing to the right.
Minimalist white crosshair or target icon on a black background.
Black text reading 'ZENITH' with a star above the letter 'I' on a white background.
Logo with the text "CZAPEK" in large font and "GENEVE" below it on a white background.
Black and white logo for Fortis Swiss Watches 1912, featuring the brand name with a gear symbol above the 'i'.
Part of a black background with a white stylized letter 'S' in the center.
Black and white photo of a young man with dark hair wearing a light-colored button-up shirt over a dark T-shirt, standing against a plain background.

Henrik Rye — CEO, Micromilspec

“Dave has been instrumental in our transition from producing custom military watches to entering the civilian market. His expertise has helped us refine our design direction, align product-market fit, and build launch strategies that feel both authentic and commercially effective. He brings a rare combination of creativity and strategic insight that has added real value to our brand.”

Portrait of a young man with short black hair, wearing a light gray hoodie over a white T-shirt, standing against a plain dark background.

Huiy Tang — Head of Global Marketing, RZE

“Dave’s breadth of knowledge in the area of watches far exceeds his time in the industry. His attention to detail regarding quality, specification, and market trends provides a valuable perspective for enthusiasts and professionals alike. With his experience and eye for design, Dave’s skill set is invaluable in product development, and he can provide valuable insight encompassing everything from movement to comfort and wearability.”

Get in touch

Whether you’re looking for words, strategy, or a fresh watch concept, I’d love to hear from you. Share a little about your project, and let’s see how we can make it tick.