What? Watch is a Swiss lifestyle and watch brand launched in New York in the fall 2015. The company's hybrid watches combine classical watchmaking with digital mono-functions in distinctive and original ways, but they are not called smartwatches.
Sami oversaw a branding and marketing strategy creation for a new global smartwatch brand What? and led all marketing related activities for the company 2014-2016, ranging from the build of the e-commerce platform to social media planning, influencer marketing, and PR to deliver an end-to-end customer experience. He was also responsible for the successful launch of the brand in Brooklyn. Media from tech publications The Verge, CNET, and Engadget to business publications like Fast Company to lifestyle magazines Esquire and GQ to the trendsetting Highsnobiety and Uncrate wrote about the brand. People around the world are embracing it and buying the watches in quantities. Some models sold out already two months after the launch.