Capturing the watch community for a global retailer

Mr PORTER × The Watch Annual

As with every kind of subculture, the watch industry is underpinned by a close network of enthusiasts, connoisseurs and collectors who drive the vast majority of sales for leading brands. To third-party watch retailers like Mr Porter, capturing these consumers can be challenging; they are fiercely brand-loyal and often have access to limited editions and pre-releases direct from their favoured manufacturers. Produced annually since 2020, The Watch Annual has changed this.

A collectible book that asks the international watch-collecting community to contribute their own ‘wrist shots’ of new acquisitions, The Watch Annual is a community-driven snapshot of the horological world, “for watch lovers, by watch lovers”. Birch concepted, designs and publishes The Watch Annual each year, and also creates a limited edition version for Mr Porter, complete with bespoke illustrations by some of the most sought-after contemporary horological artists.

[Creative Direction]