Studio 96.
Watches built by the customer, assembled to order.
The idea
Customizing a watch today means modifying someone else's.
There was no brand where building your own watch was the point, not an extra. Studio 96 was made for that: pick the case, dial, hands and seconds, see it, order it.
The layered watch
Every watch is a stack of layers: dial, case, hands, seconds, logo and date. We measured them to the pixel on a reference canvas, so the hands always pivot on the same point and every dial fills the case edge to edge. 96 combinations, each one shown exactly as it will look on the wrist.
From cart to workshop
When the customer adds to cart, the server rebuilds the watch at full resolution and attaches it to the Shopify order with every choice. Whoever assembles it doesn't read a list: they see the watch the customer built.
Phone first
On a phone the configurator becomes a step-by-step path, one choice at a time, with the watch always in view. On desktop, every choice at once.
Where it stands
The store is live. The first order is already in the workshop.
The project is young, and the configurator is ready to grow: a new case or dial is just a new layer.