CASE STUDY2026

AWI International

A full digital presence and the international growth of the brand

An Armenian watch brand that stepped beyond its local market. We owned the whole of digital — from the visual language to a media presence across three regions.

Client
AWI International
Industry
Watches · Luxury
Geo
Armenia → RU · US · EU
Scope
Full-cycle digital

About the project

An Armenian watch brand with international ambition

AWI International is an Armenian watch brand built around contemporary design and the international market. The company is actively growing its presence beyond the local market, shaping a recognisable and competitive image.

Emerald inlay on an AWI watch case, macro

The brief

Bring the digital presence into one system

Build a coherent digital presence for the brand, strengthen its visual communication and open international markets through marketing and media.

The AWI Deep Water 300M diver's watch, a close-up of the black dial
Product shoot for the feed and the media

Our approach

Instead of isolated tools — an ecosystem around the brand

We approached the project as the full development of a brand in digital: from visual identity and content to a strategic media presence and entry into foreign markets.

The focus was on building a strong brand image that works equally well for a local and an international audience.

  • 01

    Identity and visual language

    One system of framing, light and colour — recognisable in the feed at first glance.

  • 02

    Content as a stream, not a series of posts

    Regular photo and video production: the product in motion, macro shots, details of the movement.

  • 03

    Media and markets

    A PR presence and communication adapted for RU, US and Central Europe.

Reels · production by Newgen

A gold AWI watch with a blue dial on a leather strap
A blue guilloché AWI dial with Roman numerals and an open balance wheel
An AWI watch with a coat of arms on the dial and a black leather strap

What we did

Seven workstreams, one brand

07 workstreams

  1. 01

    Full management and growth of the social channels

    SMM
    The AWI Series One Lady Diver, a macro of the dial
  2. 02

    Photo and video content production

    Production
    The crown and rainbow bezel of an AWI watch, macro
  3. 03

    The creative concept and visual language

    Creative
    An AWI watch with a rainbow bezel and a black dial
  4. 04

    Digital marketing and growth strategy

    Performance
    A titanium AWI watch with yellow accents on a dark background
  5. 05

    PR and building a media presence

    PR · Media
    A gold AWI watch against warm bokeh
  6. 06

    Growing digital sales

    Digital Sales
    The steel bracelet of an AWI watch with an engraved logo, macro
  7. 07

    Market entry and communication adapted for Russia, the US and Central Europe

    Localization
    An AWI watch with a blue guilloché dial and an open balance wheel

Markets

  • RU

    Russia

    The brand's largest export market — communication and content adapted to the local audience.

  • US

    USA

    Reaching a premium audience: the emphasis on design, movement and the brand's origin.

  • EU

    Central Europe

    A presence in the region's media and digital channels in one visual language.

Outcome

The brand came to be seen as a global player

  • A strong, recognisable digital presence was built for the brand.

  • AWI International gained systematic communication, high-quality visuals and a durable position on the international stage.

  • The brand has a clear identity and a considered growth strategy.

An AWI watch with a blue guilloché dial and an open balance wheel
A titanium AWI watch with yellow accents on a dark background

The next project is yours

We'll build the same ecosystem for your brand

Tell us where the brand stands today and where it needs to get to — we'll come back with a plan for digital, content and media.

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