Web and Editorial Strategy for David Duggan Watches

David Duggan Watches is an independent luxury pre-owned and vintage watch dealer with more than three decades’ experience. Since 2002, David and his expert team have been based at their prestigious showroom in Mayfair’s Burlington Arcade in London. In that time, they have earned an outstanding reputation for their horological expertise and the quality of their customer service.

Digital Potion has worked with David Duggan Watches for the past five years, developing and executing the company’s digital marketing strategy, including website and editorial management, search engine optimisation (SEO) consultancy and social media support.



If you want passion, total commitment and great expertise look no further than Ed Davison and his team at Digital Potion.

David Duggan - Founder


It’s good practice to refresh your website every few years to keep it up to date with changes in digital technology and design. But as a long-standing, well-established brand it was imperative that any update remained loyal to David’s history, while adding new contemporary touches.  

The need for this update coincided with the 35th anniversary of David’s business, so we decided to help the team celebrate this milestone by making sure the new-look site was ready in time.



SSL certificate renewal

An SSL certificate is essentially a digital pass that allows secure connections between a web server and a web browser, authenticating the site and encrypting any information that is sent to the server. It’s important to keep SSL certificates up to date so that prospective clients know your website is a trusted source of information.

While David’s site is not an ecommerce destination, placing his entire site under SSL encryption was a key first step in making sure the trust that he has carefully built with clients in his showroom continues through to his website.


High mobile usage rate catering to audience preferences

An investigation into David’s site via Google Analytics showed us that an increasing number of his prospective online clients access his website via their mobile phones. So, creating a modern, fully responsive design that worked on mobile and tablet devices as well as desktops was imperative. To achieve that, we set up a Google framework called the accelerated mobile project (AMP) for key blog posts and pages and ensured that the search experience on mobile was as streamlined and sleek as possible.


Video integration

David had commissioned a series of mini videos featuring interviews in which he shared his experience on issues such as watch repairs, how often a watch should be serviced and how to prepare a watch for sale, etc…. Video is one of the most effective tools you can use in a digital marketing strategy, so to make the most of these high-quality shorts we introduced video carousel functionality into key watch brand pages and embedded new video functionality for blog post page headers.





Any design work needed to fit seamlessly within David’s well-established luxury brand and continue to reflect his deep knowledge of the industry and his care for clients. But it also needed to feel fresh and inviting. So, our design team took a stripped back approach, working with a minimalist monochrome palette and letting new photography take centre stage.

To create a feeling of simplicity, we added elegant lines and accents to guide prospective clients through David’s website, with more white space to allow each timepiece the room to breathe within a page.

To add to the contemporary feel, we introduced two new typefaces and established a secondary colour palette of neutral colours to offset the monochrome

Finally we also created a new ‘DD’ monogram, echoing the handwritten font of his existing logo and introduced into key site elements such as the hover/rollover state for blog promos. It can also be used for social media graphics and other promotional material.



David’s watches are the heroes of his site, but in order to add more depth to the beautiful product shots, we commissioned a professional photographer to shoot a series of editorial images, using textured, brightly coloured – and sometimes even neon – backdrops, in an explicit move away from the more traditional feel of a second-hand watch dealer.


Instagram feed functionality

User generated content continues to dominate social media. To support this, we developed a sleek Instagram gallery plugin that means David can now showcase new watches online as soon as they arrive in the showroom.




Downloadable PDF guide to horological complications

As well as providing day-to-day editorial support, we wanted to help David celebrate his business’s 35th birthday in style. To do that properly, we wanted to create something that highlighted his credentials as an expert in his field and that could be shared widely, for free, with watch enthusiasts.

Watch complications are one of David’s biggest horological passions and we quickly hit upon the idea of creating a luxurious guide to this fascinating world. These mechanisms – such as a dual time zone, alarm or moonphase – add interest and functionality to a watch and some models are highly prized in the watch collecting community.

A comprehensive Watch Complications Guide was the perfect way to demonstrate David’s knowledge as well as sharing some of his favourite watch-selling stories from the past three decades. To help us promote the guide we created a year-long editorial campaign with each complication featured in a more in-depth post via the One To Watch online magazine. As well as delving into the history of this fascinating world each article gave us the chance to share some of David’s favourite models featuring that complication. We also printed a limited run of 50 glossy versions of the guide for media use and display in the showroom.


If you have a luxury brand in need of some fresh content ideas and some technical wizardy, please get in touch.

View More
It felt like digital potion were an extended part of the before nine team – partners rather than suppliers.”
Before Nine
Dr Aarti Anhal - Founder
View More
Digital Potion managed to get my website to no.1 on Google listings for the majority of my keywords. Since then we have so much work that I can't find enough staff to physically do the typing and have to turn work away!
Jason Laborde - Founder
View More
Lisa is an absolute pleasure to work with. She is dynamic, an excellent writer, who makes it simple to understand. If you are looking for some fresh air when it comes to content, look no further.
Hitesh Parmar - Learning Innovation Director
View More
We have partnered with Digital Potion for more than five years. During this time they have always taken the lead on project direction and technical development. They have a great track record of delivering on their promises and have successfully maintained our projects with the technical expertise and high standards our requirements demand.
The Telegraph
Alex Jones - Group Agency Director
View More
In a world full of jargon, DP has been the only company I have met who has been able to explain what SEO actually means and then had the expertise to put words into action. Our organic traffic is up thus reducing our reliance on Adwords for new enquiries.
London Orthotic Consultancy
Julian English - Marketing Director
View More
I really couldn't recommend Digital Potion enough, the team are fantastic at what they do and really have such a passion not only for their task but also your business.
William Loughran
Juliette Loughran - Director
View More
Digital Potion are awesome! We have used them for our website and digital marketing for about 5 years now, and are extremely happy with their service.
Odyssey Travels Group
Marc Harris - Founder
View More
If you want passion, total commitment and great expertise look no further than Ed Davison and his team at Digital Potion.”
David Duggan Watches
David Duggan - Founder
View More
Digital Potion have their finger on the pulse! Their technical expertise and knowledge of SEO push them far ahead of any other company and we have never felt in such good hands. Every member of the team is a pleasure to work with.
Claudia Davidson - Marketing Director
View More
The Digital Potion team quickly understood our business objectives and the challenges associated with being a young start-up, and proposed an effective way forward.
Kerry Henning, Marketing Executive, Fotech
View More
Digital Potion took the reins, leading us through the full rebrand process before building a completely new website, from the ground-up and to our specific requirements. I am very happy with the new website. It has raised our game and is leading to new and exciting global opportunities.
Vineet Khandelwal, Owner, Diamond Rocks


Overhaul for Diamond RocksView more
Creative Design + Development + SEO

Overhaul for Diamond Rocks

Diamond Rocks needed to pro-actively boost Google rankings to promote healthy ecommerce sales. Our brief was to create a modern, user- and mobile-friendly website. It needed to deliver a seamless, inspiring experience for customers.

Revamping digital strategy for tech pioneerView more
Creative Design + Development

Revamping digital strategy for tech pioneer

Digital Potion has enjoyed a relationship with bp for many years. Using our knowledge and skills in this space, we quickly identified that a complete overhaul was the best way forward.

Content refresh & digital rebrand | before nine View more
Development + SEO + Content

Content refresh & digital rebrand | before nine

Digital Potion pride ourselves on our ability to deliver value-adding digital services for every client’s business. Join our project deep-dive and see the value of our collaborative approach with a very special client.

Why creating organic content is important View more
SEO + Content

Why creating organic content is important

With millions of websites jostling for Google’s attention every minute of every day, a well-executed content strategy is a number one priority when it comes to getting a search engine’s attention

The Search Engine Marketing minefieldView more
SEO + Search Engine Marketing

The Search Engine Marketing minefield

Where is the balance between organic long-tail content strategies and paid campaigns? How do you cut through inconceivable amounts of noise to get your business noticed? Digital Potion provide some of their insights.

Why AMP is making a big noise in mobile optimisationView more
Development + SEO

Why AMP is making a big noise in mobile optimisation

We have improved our clients’ search rankings using Google’s AMP framework. Find out how it could help you.

This website is using cookies. More info. That's Fine