Lapse is a luxury watch company that combines the highest grade materials with the most advanced technologies to make high quality watches for upper middle class professionals.
The overall identity is about parts creating a whole, because it is the quality of all the individual parts coming together that makes the overall product high quality.
The logo embodies this idea as it is an abstract representation of the inner workings of a watch. The turning motion of a watch's inner workings is mimicked in the package design. This concept is also explored in the ad campaign, where parts of a watch create the imagery of luxury activities.