Thomas Mercer – The World’s Finest Marine Chronometers

Thomas Mercer

For 130 years, Thomas Mercer was the undisputed leader in marine chronometers, the navigational device that preceded GPS. Today, under the expert guidance of a team steeped in the high-art of clock making, together with a fifth generation of the Mercer family, Thomas Mercer is producing chronometers of unprecedented quality.

Work undertaken

Research, brand strategy, brand positioning, strapline, product naming, tone of voice, copywriting, brand guidelines, brand identity, art direction of photography, printed sales & marketing collateral, digital marketing and website.


Inaria was commissioned to define the brand strategy and positioning, and to create the brand identity. Our approach was to create a look & feel which suggested longevity, but which simultaneously expressed modernity. The simplicity of the logo is complemented by a bespoke pattern inspired by longitude and latitude lines.


We also created the names of the first two products. The Thomas Mercer Classis was designed by world renowned superyacht designer, Andrew Winch, while the Thomas Mercer Legacy was designed internally. Inaria art directed the product photography as well as creating a suite of printed sales & marketing collateral and digital marketing.

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