The Challenge

Zelos is a Singapore-born watchmaker doing the unthinkable — crafting premium timepieces from exotic materials like meteorites and carbon fiber, in limited runs that sell out globally.

The problem? Their brand voice didn’t keep up with their ambition. The products were innovative, but their words didn’t match up. Zelos needed a story and tagline bold enough to match the craftsmanship on people’s wrists.

The Solution

We worked directly with founder Elshan Tang to forge a narrative as daring as the watches themselves. The outcome: “Innovative Watchmaking That Dares.”

A line that captured the challenger energy of the brand — their challenge to Swiss tradition, their obsession with detail, and their willingness to take risks that others wouldn’t.

From there, we rewrote their brand story and website copy to:

Spotlight Zelos as the rule-breaker in a tradition-bound industry.

Sharpen their edge with clarity and confidence.

Infuse every page with character that resonated with collectors worldwide.

The Results

The new brand line became a rallying cry for Zelos’ philosophy, anchoring their story across the site and beyond. The website now pairs intricate photography with copy that sells the ambition behind every timepiece.

For a brand that builds “inspiration engineered,” their words now dare as much as their watches.