A virtual showroom for one of Rolex's most celebrated models, the Cosmograph Daytona.

I managed the design, development, user testing and QA as well as client relationship on this project while working at Firstborn NYC in 2013. 

• Project scoping and planning

• Project management

• Design facilitation

• Client management

• User testing

Our challenge was to explore new ways of experiencing Rolex’s watches digitally. Rolex’s ultimate goal was to define the new interactive standard for how each watch is expressed. 

During a 2 week discovery phase we conducted contextual inquiries with Rolex salespeople and interviewed Rolex owners. With a real Daytona in hand we held a creative workshop to identify the key tasks that needed to be replicated in the digital experience. 

Part multimedia magazine and part product demonstration, the Rolex Daytona iPad app brought the Daytona to life by demonstrating the watch's features in extraordinary detail.  

A fully interactive Daytona was modeled and rendered by our 3D team that was indistinguishable from one that was photographed (by Rolex's admission), allowing for an unprecedented levels of responsiveness.

The app replicated the in-person experience by allowing users to lift the watch from its box, unlock its clasp and even manipulate its crown and pushers. For the editorial content, the magazine’s user experience was custom-tailored to each article.  

The Rolex Daytona app set a new standard for luxury on the iPad, connecting watch enthusiasts with the object of their desire. The app extended the Rolex standard of excellence into the digital space in a way that had never been done before. It was downloaded by thousands of Rolex watch owners and admirers, allowing them to experience the brand on an entirely new level.