Accurist London

Creating a suite of product names for a revered British watch brand.
What we did

Accurist is one of the UK’s most respected watch brands. Established in 1946 in London’s Clerkenwell district, the company has created some of Britain’s most loved watches. And who can forget that it was the official sponsor of British Telecom’s Speaking Clock spanning two decades. 

Following a strategic review, the company wanted to re-launch its watch collection and needed help in creating names for the watches. They turned to Fabrik to help.

We started by listening and getting up to speed with the internal discussions the Accurist team had. Our discovery process set a clear path for the brief, including defining all the key parameters for the approach. We needed to come up with some new ideas to challenge the client’s thinking, to find themes that conveyed heritage, luxury and the traditional British values for the brand. 

Over-arching theme ideas included using famous London clocks, British inventors and names linked closely to the Accurist brand, such as Clerkenwell street names. These were balanced against some descriptive names that were inspired by the characteristics of the watch. 

Our team worked closely with Accurist to rationalise and develop the naming collection, including carrying out extensive due diligence checks to ensure the names were available in the space. 

The collections launched in 2022, helping to ensure the brand is fit for the next 75 years. 

More from our portfolio…

Creating an identity for a brand new credit card.
Rebranding an ingenious software technology company.
A new brand and visual identity for an innovative gaming...
A new brand for Scotland’s largest visual impairment...
Giving a helping hand to name a new portal.
Creating Latin America’s first dedicated green bond fund.
Launching a unique commercial law firm
Creating a brand for the Asian wealth management market
Fresh Student Living rebranding has accurately repositioned...
Identity refresh and a new website helps to relaunch...
Naming a commercial satellite system
Naming a revolutionary platform to help fight financial...
Naming a ground-breaking over the...
Launching a new connected services product suite
Fabrik’s team created a new website for fintech...
Bringing an insurance start-up to life.
A new website for L&G’s Affordable Homes team
Asian wealth specialist launches new website
Fabrik creates new brand for this Zendesk specialist.
Creating a new brand for an asset management start up.
Creating a suite of product names for a global defence...
Helping Abri to find its voice.
Creating a modern name for women's retro fashion brand.
Inventive product naming for new laptop range.
Naming an innovative AI tech-product
Launching a content-enhancing technology brand.
Creating (and implementing) a new-build brand and visual...
Creating a modern, bold new brand identity for the Royal...
A brand created to make personal lending more equitable.
An illuminating brand identity ushers in an exciting new...
Providing a true reflection of an iconic animal welfare...
A branding and visual identity programme that’s provided...
An inter-connected brand to bring people together and...
Re-defining purpose and creating a brand strategy, new name...
A brand framework to accommodate accelerated growth.
A positioning review and re-branding programme enabled...
Strategic focus, branding and visual identity combine to...
A new visual identity gives one of Europe’s largest...
A new visual identity and sub-brand framework for software...
A logotype and identity for an industry-changing folding...
A company naming and brand identity exercise helps to make...
A merger of equals provides an exciting naming, branding...
A merger of equals personified through a website that...
Proagrica is an umbrella brand created by Fabrik for Reed...
ChartCo is a global leader in digital navigation services...
Profunder is a financial technology startup, based in...
Simplifying the Grid through a tailored way of presenting...
A successful fundraising campaign that has raised £4.5m...
A content-driven campaign to enrich the lives of new City...
An online archive and promotional tool for acclaimed singer...
Spinning the drum – branding and visual identity design...
A sophisticated logo mark and visual identity to represent...
High-profile campaign encourages participants to shave off...
Prospectus designers Fabrik create student publications for...
A university brand identity that uncovered the true face of...

Tell us about you

We dig deep to discover tangible benefits at your brand’s heart. We then use insights and ideas to build your brand and shape your reputation. But we always start with a simple question: what do you need?