Watch Design

AI and Watch Design

Advice on starting an independent watch brand from three founders

Things to Consider - Design, Pricing, Marketing and Beyond

MAY 30th, 2025

An interview with Oliver Gallaugher, founder of O.G watches on his perspectives on the developments of AI in the watch industry

By Tentok Hepalungpa, Student at the School of Management and Law, Switzerland

For my bachelor's thesis, I explored the impact of Artificial Intelligence on the watch industry, in particular its impact on the human capital of watchmakers and watch designers.

In this interview, Oliver Gallaugher, an independent watch designer from England based in Hong Kong, shares his perspective on the trajectory of AI development and its potential impact on the watch industry, particularly in the creative sector. Beyond that, he also shares his experience of building his own watch brand, the challenges that come with it, as well as the personal rewards of working as an independent watch designer.

Could you describe your role as a watch designer
and what a typical day looks like for you?

I have two businesses in which I act as a watch designer. One is a watch brand - O.G and the other is LWD, a design studio I created to design watches for other brands and enthusiasts. We can also support them through the manufacturing stage to launching their watch and beyond.My personal design process is self-developed, so it likely differs from traditional design agencies. When it comes to design and the creative side of things, it’s largely driven by my intuition. It’s a visual, instinctive process. I begin with the basic specifications outlined in the brief, and from there, ideas form as mental images - visual concepts that I can articulate through sketching. Once I have a concept, I work together with another designer to explore it further and refine it into visuals, files, and documents that communicate the idea to the client, manufacturers and potential customers.A typical day for me isn’t so rigid. My schedule depends on how many projects are active. If there's a specific task that needs attention, I focus on that. It really comes down to understanding what needs to be done to move forward, and working through it step by step. I adapt to the client's communication so the process can be efficient, as well as collaborative if they'd like it to be.

What would you say defines the skills and knowledge of a watch designer? What do you think is essential to have in this profession?

I think you need to have good ideas, ideas that are original, but not too unfamiliar. You need the freedom of mind to dream, and the grounding of practicality to begin translating the idea into something workable.I’d say I’m not the most technically skilled designer but what matters most to me is the ability to communicate ideas. Whether that’s through a sketch, a 2D image, or even just describing it clearly. If I can communicate the idea effectively to a client or someone who can build it using the relevant software or tools, that’s what counts. You might come up with a great design in concept, but if the manufacturer doesn’t understand it, it can't be produced. Communication is essential. That, to me, is the most important skill a watch designer should have.

How do you generate an idea?

I start with a basic brief, what kind of watch it is, maybe something with an unusual shape or a sports watch, for example. That information sets some limits, and those limitations help me focus on specific solutions. I can compare it to writing a prompt for AI - I input the requirements into my mind, and then the ideas begin forming. Eventually, something clicks, a flash of an idea, or a drawing, a shape that suddenly feels right. There’s an emotion connected to it, and that emotion and instinct really guides every creative decision. It’s about asking, does this feel right? And if it does, and it meets the specifications of the brief, it has life.

I read an article where a watch designer stated that he is using Midjourney for inspirational purposes. It is an AI tool that can generate visual output. Have you ever considered using a tool like Midjourney or ChatGPT for inspiration?

It’s not that I’m actively avoiding it, I've just never needed to. I’ve never been in a situation where I thought, “I need an idea.” I use ChatGPT for administrative tasks, but not for anything design-related. I’ve seen some AI generated designs - some are actually very interesting, but many look like distorted copycat watches. I’m not sure what datasets or references these AI are drawing on - if the AI’s reference points are limited, then the output is probably going to be limited too. That said, this will be true for humans as well.The main difference I currently see is that AI can “design” something as a concept, but at this time it doesn't have enough context or training data to really consider its functionality, especially for something as complex as a mechanical watch. I think a designer needs an understanding of how the product is going to function, rather than just creating an artistic concept.I do believe AI will reach a point where it will have this knowledge and understanding, and at this point I would definitely use it as a tool to efficiently translate and test multiple ideas, and speed up the development process for technical files. However, if a person enters a prompt without enough knowledge of watchmaking or a clear vision of what they are trying to achieve, then the results might not be so useful. If I found it very difficult to come up with designs, I might consider it. But to be honest, I find it quite natural. I give myself the prompt, and then my “ChatGPT” gives me the answer. And my “ChatGPT” is slightly ahead, since it has more specific training data in multiple areas such as branding and manufacturing to add context to the design.

Do you think AI tools such as Midjourney could threaten your role as a watch designer?

That’s a really interesting discussion and I think it applies across every industry. Personally, I don’t see it as a threat. In fact, I actually think AI will enhance what we do - It can help independent designers and companies work faster and more efficiently. Again, you still need someone to work with the AI, it needs an initial vision and direction to start working and that requires human interaction.I think it’s important for designers to diversify their skill sets to build knowledge and experience in more areas of their industry so they can create more informed and concentrated prompts. I do believe people will always value human relationships, so your brand, your reputation, and your ability to connect will become more important as AI develops.

Do you think that by choosing not to use AI, you risk falling behind? Also, considering how fast such tools are developing.

I see design as a multidisciplinary process. People often reach out to work with a person, someone they can talk to, someone who has gone through the journey and who they can relate to. A software might tell them what to do, but it’s not as reassuring in the same way. People will continue to want a real connection with other humans. So, I don’t feel threatened by AI as long as I provide that as well as design.

The consulting group PwC stated in an article that “AI agents are set to revolutionize the workforce by blending human creativity with machine efficiency to unlock unprecedented levels of productivity and innovation.” You mentioned you don’t use AI for design currently, but do you see any areas where it could enhance your work?

I use it for administrative tasks, things like reading contracts and identifying small print. That’s where it can make a huge difference. I can be more resourceful and save time for other tasks.I’m sure I’ll use it more. If it gets to the point where I can input specific prompts and receive full 3D models and technical drawings, I’ll absolutely be working with it. I currently work with another watch designer at LWD and we work in a similar collaborative way. As AI evolves, I think both our roles will become more prompt/communication focused.

Do you think smaller watch brands or independent designers are more protective of their creative freedom than larger companies? Meaning that smaller watch companies are afraid that AI might impact their business, since they don’t have the legacy or brand power of, let’s say, Rolex, for instance?

I think it will become harder for a lot of microbrands to compete as the market is becoming more and more saturated with generic designs - designs that may as well have been created by AI. They cannot purely rely on this type of design or they will be eradicated quite quickly by their own OEM’s utilising AI to build similar brands.Apart from design, another area they can really differentiate themselves is branding and story. Storytelling is crucial, as a brand isn’t just a product; it’s the narrative behind it. As AI continues to rapidly develop, brands will have to be bolder, authentic and more human to survive.

How to Start a Watch Brand. Design, Pricing, Marketing and Beyond

Have you ever considered creating your own watch brand? In this article post we'll share the steps you can take to make your watch dream a reality.

According to Statista.com, revenue in the Luxury Watch market amounted to US$72.97bn in 2024.Watches have really made the move from being merely a functional piece of jewellery to become a must-have fashion accessory, with sales soaring.During their fairly short history, watches have made a huge leap from clockwork, to vibrating quartz crystals and ultimately to digital displays. With watches evolving constantly, let us help you with 5 simple tips on how to start a watch brand.If you need any further advice we're always happy to help, so just get in touch.

First Things FirstBefore launching any new business make sure you have a clear business plan and have done some basic research before you invest into your watch idea.1. Plan Your BusinessIt is essential for the success of any new entrepreneur looking to start a watch brand to make sure you have a clear plan before you begin to invest, and consider how you intend to move forward with your business in the all-important startup period. A few important topics to consider are:

Making sure you fix your budget is essential before you launch your watch brand. Deciding on your audience is also important - to help you choose which kind of watch styles you’ll be looking at promoting or stocking.For instance, are you looking at a sports watch design, a special luxury watch design for women or luxury watch design for men, or maybe all of them, or perhaps another new type of luxury watch you’re considering?Will you be looking to operate purely online or in a physical location? This will be a defining consideration of your start-up costs stage. Generally if you are selling very expensive watches you'll want to have them in a physical store, as customers will desire a more hands-on experience before agreeing to purchase them. More affordable watches are great for e-commerce and setting up your own website for your watch brand is easier then ever.Take a look below at some top tips to start your watch company.

Once you have the basics in place, it’s time to look into your brand identity and how you appear to your target audience.2. Define Your BrandFinding a unique style is very important if you want to set your watch company apart from the competition. Take a look below at a few simple steps to create a compelling brand.

3. Price Point and Market ResearchDeciding on your price point will be based on a number of factors and it’s important to look at your overall costs. To calculate your price point, decide on your overall revenue target, then factor in any marketing and production costs to arrive at a price point that is fair to charge your customers. Remember the luxury watch market demands quality craftsmanship and expertise and are not easily fooled by a below-par product.Before you decide on your customer base, it’s essential you conduct market research to fully understand your audience. Here are a few tips on how to make sure you have market research covered.

4. Bringing Your Vision to LifeAt LWD we’ll support your watch brand from the very first sketches, to the manufacturing and marketing of your watches.We'll start with sketching out some initial ideas for the watch you want to create - focusing on its shape, colours, movement and special details. When you're happy with your watch design we will build it into 2D images, to give you a clear understanding of how your watch will look when it is made. The next step is to create the watch in a 3D CAD file that can be used by manufacturers to produce and prototype your watch before it goes into production.Watch designers usually only work on just the watch design. I prefer to take a more involved approach and am happy to help with all aspects of your brand. For a full list of our services just click here:

5. Take Your Watch to MarketOnce you’ve worked with a watch designer who can create stunning original watches to compliment your new watch brand, you need to take it to market.Setting up Your StoreThere are a number of different ways of selling watches. You can either opt for an online-only presence and sell your watches using quality close up images, 3d photography and video animation.Sell from a physical location via jewellery/watch stores. Or finally, some watch brands sell only at trade shows, expos and fairs. You may decide to have more than one avenue or platform, to sell your brands watches.Social MediaUsing high-quality photography of your watches and promoting them through a variety of platforms such as Facebook, Instagram and Pinterest will help grow your audience and allow them to engage with your brand.CrowdfundingPopular platforms like Indiegogo and Kickstarter can be fantastic springboards to help launch your watch brand. Raising the start ups costs to fund your dream watch brand has never been easier.ConclusionAt luxurywatchdesign.com my aim is always to help you with your vision, by designing beautiful, elegant and bespoke watches perfect for your watch or jewellery brand.I have the necessary expertise and skills to design your new, stand-out watch, and also assist you on your watch start-up journey. With many years of experience designing original and exciting watches I'm here to help your project succeed.Send us a message about your watch idea or any of the above topics above. We'd love to work with you to develop your special watch brand and watches!LWD

LWD is a team of Watch Designers, Engineers and 3d Artists with a unique combination of experience in watch design, watch manufacturing, 3d CAD modelling, 3d photography and animation and branding. LWD can also recommend manufacturers and watchmakers who can build your watches, and share a winning approach to get your brand featured in watch media.Send us a message today and let's make your watch project a big success!