Time Deco
A well-established distributor of fashion watches with over 24 years of experience in the Thai market, also managing other premium lifestyle products.
Service Types
Brand Research & Strategy
Brand Identity Design
Go-to-Market Strategy
Strategic Marketing Roadmap
Brand Audit
Brand Workshop
Brand Guideline
Brand Identity
Typeface and Colour Palette
Company Overview
Time Deco is a leading distributor of fashion watches and premium lifestyle products with over 24 years of experience in the Thai market. Focused on revitalizing and modernizing its Time Deco brand to attract a younger, more dynamic audience and stay ahead in an increasingly competitive industry.
The challenge
Time Deco, a long-established watch distributor in Thailand, faced multiple challenges due to an outdated brand image. The brand had lost its appeal to younger generations and was no longer seen as aspirational as it had been two decades earlier. Internally, the client also observed a significant decline in talent attraction, signaling a diminishing employer brand. Moreover, there was no cohesive branding guideline or communication standard, resulting in a fragmented brand identity. The company also lacked clarity on how to modernize its messaging and marketing activities to meet evolving consumer preferences in a competitive and trend-driven fashion watch market.
Our Approach
To address these challenges, we decided to choose a design thinking framework and brand strategy framework. So we conducted a comprehensive brand audit and market research, including:
Reverse engineered the brand strategy from the on-going new retail store design that they had been working on prior to our engagement
Stakeholder interviews and an internal brand workshop with the founder and the executive
Contextual inquiries with client's existing end-customers across multiple channels (in-store, consignment, and online)
Competitor analysis and trend observation
Since the stakeholders, especially, Khun Panu Narongchaikul, was very passionate and visionary, the brand workshop was very effective to explore insights for the new brand positioning.
From these insights, we wanted to develop distinct buyer personas and a modernized brand positioning rooted in Time Deco's existing strengths and legacy, while aligning with current market expectations. We translated this into a new set of brand values, tone of voice, and storytelling framework to guide consistent communication across all touchpoints.
Solution
We developed a new brand positioning for Time Deco, emphasizing a lifestyle-focused and customer-centric approach. Our messaging aligns with meaningful personal moments—anniversaries, self-gifts, and milestones—to create deeper connections with customers.
To ensure brand consistency, we delivered comprehensive guidelines covering logo design, typography, color palette, social media templates, and photography direction. We also provided visual mockups and editable templates for seamless internal adoption. Additionally, we mapped the full customer journey from awareness to advocacy, recommending platform-specific campaigns and performance-driven tactics. Our go-to-market strategy balances short-term, budget-friendly initiatives with long-term, multi-channel growth.
