Portfolio Philipp Schönfisch

BREITLING

Luxury Watch packaging

BREITLING

Luxury Watch packaging

I was asked to design Breitling's luxury packaging for their ultra high-end watches, such as tourbillions, starting at €59.000.

I analyzed the brand carefully, mirroring the lifestyle propagated by the brand in the designs. I ultimately settled with a mid-century influenced style that feels right at home in their global boutiques.

The designs are subtle in their luxury, with high-value components that all play important functional roles. The wood is given room to breathe, whilst neutral colours allow for the watches to take center stage.

Can we elevate Breitling's high-end offering whilst retaining our focus on sustainable sourcing?

The Breitling boutique served as design inspiration.

Design 1.1

The design consists of a FSC certified walnut veneered MDF box with rPET Suede inserts. The insert is modular, accomodating up to three watches. It was required for the design to be as successful with a single watch as it is with three. Polished brass elements with fine details signify the points of interaction.

Design 1.1

The middle insert can be lifted through a pull tab. The individual inserts can serve as desk watch holders.

A removable insert adds modularity, reducing SKUs and also opens up the design for second use.

Drawer

The drawer houses up to three warranty cards and a watch pouch. The challenge here was to make the drawer look 'complete' even with only one warranty card holder present, avoiding additional cavities.

The simple solution uses the material flexibility of the rPET suede card holders, which are pressed into the insert with a bit of pressure:

The polished brass pushers are intricately detailed and engage hidden springs that help open the watch box:

An optional lid with angled veneer inlays forming a frame.

Alongside the original walnut veneer, two alternate veneers are presented:

Design 1.2

This design takes the base idea and angles the insert upwards, making it 'jump' at the user. A cutout in the outer packaging allows the Breitling logo to be displayed when opened. The watches sit on wider square pillows and the Breitling B pattern adds visual interest to the flipped watch holders.

Design 1.2

outer box

The covered carton outer box in anthracite canvas paper.

Design 2

This design utilizes a brighter wood that contrasts with a dark metal strip featuring the Breitling logo, for a more youthful appearance. The push-to-open drawer mechanism is replaced with finger holes gesturing to pull.

Design 2

Design 3

Here, ash wood contrasts with dark metal parts that serve to lift the box floor off the ground. The push-to-open drawer is situated on rails to allow for handling without floor contact. The warranty card holders are stowed in a suede insert that can be pushed down, hiding them completely.

Design 3

Design 4

The complete interpretation of 'the watch box as furniture' sees it designed in an vintage look. Aged walnut veneer is contrasted by a polished brass front plate with etched in Breitling logo and a micro B pattern. On the inside, the B pattern continues to feature prominently as blind imprint.