Brand Tone

Aspirational, technical, exclusive, confident, and sophisticated.

Brand Values

• •Redefining Luxury: Combining ruggedness with luxury
• •Design and Aesthetics First: Visual impact and conversation-starting pieces
• •Uncompromising Quality and Craftsmanship: Premium materials and superior engineering
• •Heritage and Modernity: Blending tradition with contemporary design
• •Adventure and Exploration: Evoking a spirit of discovery
• •Sustainability and Conservation: Commitment to marine conservation

Best Practices

• •Lead with Confidence, not Arrogance: Use a tone that is self-assured about the product's quality and design philosophy. Avoid making direct, aggressive comparisons to other brands; instead, let the product's unique features (e.g., "a diver with a micro-rotor") speak for themselves.
• •Emphasize "And," Not "But": Frame the watch as having ruggedness *and* luxury, functionality *and* style. This reinforces the core value of redefining the genre, suggesting that wearers don't have to choose between a tool and an object of beauty.
• •Be Specific and Technical: Use precise terminology like "Grade 5 titanium," "Schwarz Etienne ASE 200 calibre," and "skeletonized micro-rotor" frequently. This builds credibility with an educated audience and justifies the premium price point.
• •Balance Heritage with Modernity: Weave the story of the co-founder's grandfather into the narrative to add depth and authenticity, but always connect it back to the brand's modern design and forward-thinking approach.
• •Connect to a Lifestyle of Adventure and Purpose: Consistently link the watch to themes of exploration, the ocean, and conservation. Use language that evokes emotion and aspiration, positioning the Frømand not just as a timepiece, but as a companion for a life well-lived.

Social Perception

Perceived as a bold, ambitious, high-end, niche brand for serious enthusiasts and collectors. Appreciated for its unique, "funky" and "adventurous" design and sophisticated movement. A luxury "conversation piece" for those who value originality and high-concept design, despite its controversial price point.

Copy Examples

• •Where high-horology meets high-adventure. The Frømand’s skeletonized Schwarz Etienne calibre is a testament to our belief that a dive watch shouldn’t have to hide its heart. A micro-rotor engine for your exploration. #AtelierHolgur #Frømand #LuxuryWatch
• •The Dive Watch, Redefined. We deliberately broke the rules. The Frømand combines the rugged soul of a 300M diver with the refined finishing of a luxury timepiece. Because your adventures deserve nothing less. #Horology #Watchmaking
• •Tired of the same designs? The Frømand was born from a desire to create something different. Grade 5 titanium, an angular case, and a Swiss micro-rotor movement. This is not just another diver. It’s a statement. Limited to 100 pieces for those who lead, not follow. #IndependentWatchmaking #DeskDiver
• •The Frømand’s case is a sculpture of Grade 5 titanium, chosen for its superior strength and lightness. Alternating polished and micro-blasted finishes create a dynamic play of light, highlighting its unconventional, angular form. This is design with intent, crafted for the discerning collector. #WatchGeek #Details
• •Our name is a tribute to heritage, but our vision is fixed on the future. Atelier Holgur unites Danish watchmaking legacy with a modern Singaporean spirit. We build watches for today's adventurers, those who appreciate fine mechanics and dare to wear a piece that tells a new story. #BrandStory #Craftsmanship