Accurist London

75 YEARS OF HERITAGE. A NEW WATCH COLLECTION. NAMES TO MATCH BOTH.

Accurist has been making watches in Britain since 1946 – a brand worn by royalty, rockstars, and everyone in between.

1946

When they relaunched their collection for a modern audience, the watches were ready. The names weren’t.

NAMES

They needed a naming strategy that honoured 75 years of heritage while speaking to a new generation of customers.

TIME

challenge

A portfolio of stunning watches without product names to match.

Accurist’s new collection needed names that could carry the weight of the brand’s heritage and British identity.

challenge

The watches themselves were beautifully designed – but generic product names weren’t doing them justice in a crowded market.

We needed to develop a naming system that felt luxurious, distinctly British, and memorable enough to stand the test of time.

APPROACH

NAMES BUILT FROM HERITAGE, NOT INVENTED FROM NOTHING.

We started with what made Accurist distinctive. Its London roots, its Clerkenwell origins, its decades of British watchmaking.

From this we developed naming themes – famous British inventors, London’s historic clocks, references to the company’s own story.

Each name was tested for distinctiveness, checked for availability, and refined to ensure it captured both the watch’s character and the brand’s legacy.

OUTCOME

A WATCH COLLECTION WITH NAMES WORTH REMEMBERING

We delivered a complete product naming system. Thematic frameworks, individual names, and the rationale behind each.

OUTCOME

Every watch in the collection now has an identity that communicates its personality and connects to Accurist’s heritage.

The naming structure gives Accurist a template for future products – a system, not just a one-off exercise.

A 75-year-old brand now has the vocabulary to introduce itself to a new generation.

impact

NAMES THAT WORK AS HARD AS THE WATCHES.

A product naming system that elevates perception, reinforces heritage, and gives each watch a story worth telling.

Origin

Collection anchor

Flagship range connecting the new collection directly to Accurist's founding story and Clerkenwell roots.

System

Future-proofed

A naming framework that extends beyond launch – giving Accurist a structure for new products as the range grows.

Consistency

Brand cohesion

Every name in the collection reinforces the same values. British heritage, precision, and accessible luxury.

What we did

Strategy & research

Research & consultation
Portfolio segmentation
Positioning & strategy

Naming & validation

Naming strategy
Product naming
Due diligence checks

Fabrik was a valuable partner in developing a clear and cohesive product naming strategy for Accurist. Their considered approach and naming expertise ensured that the product names for our watch collection resonated with our target audience and stood out in a competitive market. The process was seamless, and we’re delighted with the results.

Janet Gough, Head of Brands

Our Work