Crown & Buckle

Capturing the spirit of a watch strap maker


Helping a watch strap maker tap into greatness and build an extraordinary brand for devout watch lovers.

Crown & Buckle is a watch strap retailer specializing in fine leather and nylon strap styles for the modern watch wearer. The company manufactures an in-house line of handmade straps from American and Italian leathers, and collaborates with other tastemaker brands on exclusive collections. As the company grew, it came time to step up their game and give the brand some love and attention.

Client: Crown & Buckle
Brand Strategy
Brand Identity
Greatness is in the details


Crown & Buckle had gotten by with their early startup identity for years, but as the company grew and evolved, it came time to look grown up, step up their game, and give their branding some much needed love and attention

C&B partnered with Motto to uplevel the brand they worked so diligently to build. We spent much time learning from C&B’s loyal customers, figuring out the unique brand voice, and making decisions that would stand out from the competition. Not wanting to follow other strap retailers with a low-price strategy,


Motto has worked with Crown & Buckle for years on strategizing, designing and launching other brands under the C&B brand including their exclusive American Made and Black Label collections.

To get to the heart of the Crown & Buckle brand, we started with a Leadership Workshop. We worked with Crown & Buckle’s founder, partner, and leadership team to surface the authentic story. We also developed the unique position of the brand, the core messaging, redesigned the identity system, art directed new lifestyle and product photo shoots, and redesigned a new e-commerce website. Our relationship with C&B has spanned over many years and we most recently worked with them on the branding, naming and launch of their new Black Label Collection.


An e-commerce website in need of a makeover with better messaging, clear call-to-actions and a compelling narrative throughout.

We worked with Crown & Buckle to refresh the existing site. By incorporating the new photography, headlines and rethinking the user experience and design of the site, it put C&B in a better position to covert sales. We also revamped the shopping experience for customers by simplifying the Cart and Checkout actions to make for easier conversion and an uptick in sales.


Motto art directed, created storyboards and developed shot lists for a both new e-commerce ready product images as well as lifestyle images. We also conducted and art directed a photoshoot directly aimed at a new holiday campaign that Crown & Buckle would use across all social media platforms. Everything from lighting, scenes, style and environment were considered to capture the true spirit of the C&B brand.


“We’re very happy with our new identity, and love working with Motto. They’ve helped us evolve into a stronger brand with a stronger image.“

Thomas Lathrop Founder, Crown & Buckle

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