Atamian

One parent brand, two identities, two ways to buy.

Client: Atamian Watches
Discipline: Web Design
Duration: 7 to 8 weeks
Location: Lebanon
My role: UX strategy, Information architecture, UI design, Art direction, Prototyping, Responsive design
Tools: Figma, FigJam

Overview

Atamian runs two watch businesses under one roof: Atamian for luxury timepieces and Timezone for fashion watches. I redesigned the digital experience for both, from UX strategy and information architecture to high-fidelity UI and a working prototype. Development was handled separately.

01The brief

Modernise the website, improve the user journey and support sales across both Atamian and Timezone.

02The real problem

The old website treated two very different businesses as one. They differ in audience and visual language and, most importantly, in how people buy.

Atamian: Luxury watches. No visible prices. Sales happen through consultation, appointment or inquiry.
Timezone: Fashion watches. Visible prices. Customers buy directly online.

Mixed together under one generic look with weak hierarchy, neither journey was clear. The real brief became: one parent brand, two identities, two buying behaviours and one clear way in.

03What I did

I designed a parent landing page as the gateway, then split the experience into two distinct digital worlds.

Atamian

Black and white, restrained, editorial
Luxury imagery and slower motion
Premium micro-interactions
Consultation-led commerce

Timezone

Pastel and lively
Product-dense layouts with visible pricing
Faster browsing
Direct checkout

Discovery works from whichever direction a customer starts: brand landing pages, collections, shop listings, filters, homepage features, search, gifting paths, and audience filters for him, her and kids.

04The route I dropped

The first concept intertwined 3D gold and silver materials to symbolise luxury Atamian and accessible Timezone. It was visually strong but too abstract and too demanding to use, so I moved to a clearer, product-led approach.