As part of a 48-hour design challenge, I was tasked with creating an e-commerce interface to showcase a luxury watch brand without any specific guidelines. The final product was a high-fidelity mobile and web UI concept for Atlantic Watch Co., a fictional luxury watch brand based in New York. The design aimed for elegance, cleanliness, and simplicity throughout. Based on a preliminary competitive analysis, I found that most luxury watch brands used warm colours such as gold to convey luxury. To differentiate, I selected shades and gradients of deep blue to evoke the Atlantic Ocean while still conveying a sense of luxury. My goal was to blend luxury with a bright, modern, and elegant UI that would deliver a seamless browsing and checkout experience for customers. The UI features rounded corners, understated elements, and ample white space to create a sophisticated and uncluttered look. Despite the tight deadline, the design balances speed and quality, balancing high-end and contemporary styling throughout key pages that showcase the core website experiences. Although this concept is currently undeveloped, it holds potential to evolve into a full website and brand identity based on the design guidelines and UI kit. Overall, this project was a quick and fun way to challenge my design skills under pressure.