EXPERIENCE//
TROPHY WATCH COMPANY
Trophy Watch Company is my passion project turned successful microbrand. I've been running it since 2017, and over the years we've sold hundreds of units in Canada and the United States. I run Trophy both because it combines my love of watches and marketing/design, and because it gives me an outlet to run/test/experiment new marketing tools and tactics in a living, breathing environment.
// GETTING NOTICED IN A 126 BILLION DOLLAR INDUSTRY
Breaking into the global watch market, currently worth over $126 billion, required more than just good design and colourful marketing. It required a clearly differentiated unique selling proposition (USP) that would differentiate our watches in an incredibly crowded market.
Emphasis on areas often neglected in the entry-level watch market: high-end detailing, premium glass, energy efficient battery movements, high-end leather straps.
When Trophy began, the industry was divided — on one side, legacy luxury brands with deep heritage and high price points; on the other, low-cost brands offering disposable fashion watches. The space in between was underserved, and that's where we found our USP:
Watches that capture that luxury feel without the luxury price tag.
750+
Units sold
14,500
Email database
30%
Repeat customers
// DESIGN AND ASSET CREATION
This section brings together the creative work behind Trophy: from photography and product design to campaigns and content that tell the story of time well spent.
PLACING CONTENT WITH CUSTOMER JOURNEY
Content creation fits into one of three buckets - product detail, seasonal or lifestyle. Each content style serves a purpose and specific place in the conversion funnel.
Featured project
OPTIMIZING FOR AI SEARCH RESULTS
GENERATIVE SEARCH OPTIMIZATION
In mid-2025, Trophy was starting receiving referral traffic from ChatGPT. This traffic converted at a significantly higher rate than other sources, prompting a full restructuring of the site and re-write of site content to optimize for Generative Search Optimization (GSO). The results were immediate — a 380% increase in traffic from ChatGPT, Gemini and Copilot, with growth continuing month over month.
+380%
Increase in AI referral traffic
How we did it
AUTHORITY BUILDING
We did a full site re-write enforce 'subject authority', not just keyword density. AI-driven search systems prioritize content that demonstrates credibility, depth, and consistency not just pages that repeat relevant terms.
TECHNICAL OPTIMIZATION
Modified the site architecture, metadata, and schema markup to make it easier for AI to read and interpret site context.
STRUCTURED DATA
Implemented structured product data and relational schema to ensure that search systems could extract key product information such as materials, movement type, and strap options for inclusion in AI summaries.
Want to optimize your business for Generative AI search?
EXPERIMENTS AND LEARNINGS
01. THE DOLLAR IMPACT OF PERSISTENCE
For Trophy, generating 4 visits in under 3 days greatly impacted conversion rate. How we built a marketing system that builds intent to win new customers on a 3 day timeline.
COMING SOON
02. THE DOLLAR IMPACT OF CONNECTION
How personal outreach from the founder and allocating time for non-funnel customer comms has built brand loyalty, repeat business, and increased customer referrals.
COMING SOON
03. THE VALUE CURVE EXPERIMENT
We used AI-assisted dynamic pricing to test a range of price points and offers to determine which generated the strongest sales performance. By analyzing customer behaviour, competitor positioning, and how different audiences valued factors like cost, quality, premium-ness, and brand credibility, we identified the most effective balance of messaging, pricing, and offer structure.
COMING SOON
04. MARKETING AUTOMATION
Through a series of trials we started to identify the optimal strategy, timing, and messaging to keep customers progressing through our conversion funnel.
COMING SOON
LET'S BUILD SOMETHING GREAT
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