Timepieces for independents: MetaDesign repositions Fortis watches
After more than 100 years, MetaDesign completely revamped the Fortis brand. With a distinctive brand identity, the Grenchen-based watch manufacturer deliberately sets itself apart in a market that relies primarily on the buzzwords «Swissness» and «heritage.».
The collaboration between Fortis and MetaDesign has resulted in a brand that clearly acknowledges its independence. A brand that confidently uses its powerful design to emphasize the robust characteristics of its watches. Timepieces that can take on anything in everyday life and, like a good tool, can withstand any strain. That don't have to or want to please everyone. And which are loved by their wearers in return.
Jupp Philipp, who took over Fortis in 2018, is consciously relying on the strength of his brand to shape its future independently. As part of the new positioning, MetaDesign sharpened the logo, typography, visual language, brand language and all other fundamentals of brand communication. And thus prepared a stage with rough edges for timepieces that precisely perform what they were created for. Without ifs and buts. For a lifetime.
Jupp Philipp, owner of Fortis: "Our watches belong on the wrist, not in the safe. MetaDesign immediately understood this passion for the object and our desire for independence - and got to the heart of the matter in no uncertain terms."
"A good watch accompanies you through life. Just like a clear attitude. Fortis has both. Jupp Philipp and his team have the strong will to position Fortis independently. That deserves respect," says MetaDesign CEO Alexander Haldemann.
