A brand extension project for Ulysse Nardin, UN CELLS Ltd & Scientific Cellular Innovations. A luxury smartphone concept and design incorporating a Swiss watch movement and crown giving higher autonomy by using micro generator technology. Taking inspiration from a most classical feminine form, the long A-line wrap around dress. Hand built to order using the highest quality materials offering an endless choice of bespoke style and finish. Our winning proposal for the women's version was a left brain / right brain (logic/creative) approach. We developed female personae for the customer base, described their lifestyles, materials, colour tastes in jewellery, interior and restaurant design plus their approach to technology. Our user research revealed a need for discretion, for this show-off asset (jewellery) with on demand PA & secretarial services developed as part of the product offering to address a very particular HNWI lifestyle.