Tourneau is the largest watch retailer in the United States and has been in the watch industry for over a century. In an effort to preserve Tourneau’s classic legacy while introducing the brand to a new generation of watch lovers, Outform Group developed a strategy to give Tourneau’s retail location an updated approach to their in-store experience.

When thinking about the younger consumer who is interested in luxury timepieces, we wanted to ensure that the discovery and purchasing process is one that is welcoming and comfortable. Outform Group combined the classic with the modern by developing a design that focused on an open atmosphere with refined touches of elegance.