Aurum, one of Britain’s biggest jewellery chains, was picked by Rolex as one of their retailers for a chance to throw a high-prestige event, presenting the new Baselworld 2017 collection for their UK clients.

The response to the brief was a concept called A World of Firsts — exploring how Rolex has been a pioneer in different moments of history. The look and feel was developed using five stripes, a nod to the five dots on the Rolex crown, that form an abstract number one.

I designed the look and feel that won the pitch, and art directed the project through completion when designs were carried on by another designer.