Costantini Watches

Luxury Assets · Private and Discretionary Markets ·
Rome, Italy

A complete brand transformation redefining timeless luxury for one of Rome’s most distinguished watch houses.

Costantini Watches is a private luxury watch business based in Rome, working with collectors and clients to source, advise on, and trade exceptional timepieces from the world’s leading watchmakers. Define London was commissioned to lead the brand identity strategy and creative direction for Costantini Watches, establishing a clear and credible visual system from inception.

Black and white image with the text "COSTANTINI WATCHES" in large white letters centered on a dark background.
A historic building with large windows and ornate architectural details seen at dusk, with trees in front and lights illuminating the facade.
A collection of brand guidelines and marketing materials for Costantini Watches, featuring interior store images, product photos, and design documents.
A display area in a retail store showcasing watches, with multiple watches mounted on individual stands behind glass. The background features a decorative abstract wall with geometric shapes and patterns.

The Brief

Costantini is a Rome based watch specialist dealing in the most prestigious timepieces in the world. Their inventory spans Rolex, Patek Philippe and Audemars Piguet, with individual pieces valued at nearly £300,000. The business approached Define London with a singular ambition: to elevate and reposition the brand for the grand launch of a new flagship boutique on Via Veneto, one of Rome's most storied streets. This was not a refresh. It was a complete brand evolution designed to match the scale of a landmark new store and the calibre of the watches inside it.

The Challenge

Costantini's audience is as rarefied as the product. We spent considerable time studying and understanding this client: male collectors and enthusiasts, typically 45 and above, who travel by private jet, move in luxury circles, and possess deep horological knowledge. These are people who can identify a generic luxury treatment from across a room. The challenge was to create an identity that felt genuinely Costantini, rooted in authority and timeless luxury, without resorting to the obvious visual language of the watch trade. Every touchpoint, from the moment a client entered the boutique to the moment they unboxed a six figure watch at home, had to feel considered, cohesive, and unmistakably Costantini.

Storefront of Costantini luxury watch boutique with a glass window displaying watches, a sign reading 'COSTANTINI' above the door, and a small plaque indicating the store's name and specialization in luxury watches. The building has a stone facade wi
A collage of two digital images. The first shows a dark-colored box and a white invitation card with Italian text, dating February 12, 2024, for an event at Via Veneta in Rome. The second image is a close-up of a luxury watch with a black dial, metal
Collage of images and text showing luxury watches, watch components, and manufacturing details.
Laptop screen showing a watch repair website with an image of a watch movement being repaired.

The Strategy

The strategy was built on a single idea: authority without effort. Costantini's brand essence is not about shouting. It is about the quiet confidence of someone who has nothing to prove. We designed the identity to reflect that: timeless, understated, and deeply considered at every level. The repositioning was not about chasing a younger audience or following trends. It was about elevating the brand to match the significance of the watches and the gravity of the new flagship location on Via Veneto.

The Solution

We designed the complete identity system and every physical touchpoint in the store environment.

The work included bespoke store signage for the Via Veneto flagship, designed to feel established from the moment the doors opened. We created custom leather pouches, hand finished to reflect the tactility and craft of the product itself. Swing tags were considered and minimal, communicating provenance without clutter. Bespoke boxes were designed as an unboxing experience worthy of a watch worth hundreds of thousands of pounds, with every material, finish and detail chosen to match the significance of the contents.

The full identity system comprised a typographic language, colour palette and visual system that drew from Costantini's Italian heritage while feeling elevated and contemporary. Every point of contact was designed to feel luxurious but truly Costantini. Not luxury as a generic category, but luxury as this specific brand experiences it: authoritative, timeless, and never trying too hard.

A black book with 'COSTANTINI' on the cover, and a black box of the same design next to it, titled 'THE ART OF COLLECTING'.
Display case with three luxury watches on stands in a well-lit, modern showroom or store.
An online watch store website displayed on a tablet and a smartphone, showcasing various luxury watches including rare, vintage, and modern styles.
Display of luxury watches in a glass case with spotlights on each watch.
Close-up of the intricate details and engravings on a transparent mechanical watch movement with visible gears and markings.
Signboard with the brand name "Costantini" and a logo above it, mounted on a concrete wall.
A man with dark hair and a beard leaning over a table with an open book, in a modern room with textured dark wallpaper, a small table with a book and a box, and abstract light fixture on the wall.

The Results

The repositioned identity launched alongside the flagship boutique on Via Veneto, giving Costantini a brand presence that matched the ambition of the new store and the calibre of the timepieces within it. The comprehensive touchpoint system, from storefront to unboxing, created a seamless luxury experience that reflected the brand's authority and gave collectors confidence at every stage of the purchase journey.

CLIENT TESTIMONIAL

"We chose Define London because of their exceptional portfolio, strategic thinking and experience working with premium brands. From the very beginning, they demonstrated a deep understanding of luxury positioning and presented a creative direction that felt genuinely distinctive.

Working with Koko and the Define London team has been an outstanding experience. They don't simply execute ideas, they challenge assumptions, provide strategic clarity and continually push the work to a higher standard. Their attention to detail, commitment to quality and ability to balance creativity with commercial thinking has made them an invaluable partner.

Define has become a true extension of our business, helping shape a brand that feels more considered, more distinctive and better positioned for the future."

Carlo Costantini
Founder, Costantini Watches

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