On Time
On time, in fashion

Boosting brand loyalty for the Middle East’s leading watch retailer.

ONTIME was striving to be one of the top watch retailers in the Middle East, curating exclusive collections from premium fashion brands such as Boss, DKNY, and Michael Kors.

However, since launching in 2001, market competitiveness has increased rapidly. Alyasra Fashion, the owners of the brand, asked Ninth Space to advise on how they could boost market share and brand loyalty, increase sales, and create the best possible retail experience for their customers.

Brand audit
Market insights
Brand strategy
Brand identity
Brand language
Collateral design
Brand guidelines
Retail planning
Retail design
Design development
Packaging design

Redefining a strategy to better position the brand in the market.

We completed a brand audit that uncovered how ONTIME was being overshadowed by the luxury brands it sold. Additionally, the retail experience as a whole had not been considered in depth. For example, gifting was found to be a large portion of revenue, but it wasn’t being leveraged. There was also inconsistent use of the brand elements across marketing materials.

Our proposed strategy focused on defining a new vision for ONTIME as the region’s true leading fashion watch curator, as well as a compelling brand essence that conveys ONTIME as being “In Fashion”.

Creating a compelling brand identity that draws in a loyal audience.

Using insight from our audit, as well as our informed brand vision, we crafted a bold and youthful – yet distinctive – visual identity and design style inspired by watch mechanics.

Modern and simple in its execution, we were able to leverage the pull of the curated fashion brands while infusing new strength and vitality into the ONTIME brand as a whole.

The brand personality also came through in the retail store design, which was developed to facilitate a positive customer experience and to act as a catalyst to increase footfall and sales.