To shape a path for Urban Jürgensen’s future, we first had to go back to the brand’s roots. We crafted a new, custom-drawn logotype – which went on to inform a typeface created specifically for the brand – that takes inspiration from the hand-lettered signature found on Urban Jürgensen’s ‘King’s Watch’, designed in 1820 for the future King of Denmark, Frederick VII.

Our new punch mark, now emblazoned on each watch in the new collection, echoes the very first punch mark in the history of the Jürgensen lineage. And custom numerals, designed exclusively for the brand’s watch faces, furthers the idea of intricate craft at the heart of the new identity, where attention has been given to every detail.

With a new collection and refreshed brand, Urban Jürgensen was ready to reveal its next generation to the world. We designed and oversaw the production of bespoke display cases for the launch event, carefully choosing materials and colours to accentuate the brand’s new collection. It was a defining moment in Urban Jürgensen’s 250-year history – the beginning of a bold new chapter in one of watchmaking’s most interesting stories.