New Logo and Identity for Analog:Shift by GrandArmy

Established in 2012, Analog:Shift is a purveyor of vintage watches based in New York, NY. Founded by James Lamdin, a long time watch collector, whose passion for vintage timepieces stemmed in part from a collection left to him by his grandfather, Analog:Shift offers a deep, eclectic catalogue of timepieces and obsession with history and storytelling. With a flagship store in New York, its collection is also available online and at select Mayors and Watches Of Switzerland locations across the United States. Since 2020, the company has been part of Watches Of Switzerland, the UK’s largest luxury watch retailer, operating in both the UK and US — the acquisition was in part because of Analog:Shift’s expertise and approach to this niche market that “offered more opportunity, and unl