175 Years of Watchmaking Tradition — Now Reimagined Online

From heritage craftsmanship to automated digital retail — Mollstedt Ur’s new storefront connects timeless watchmaking with future-ready technology.

Mollstedt Ur has served watch and jewelry enthusiasts in Karlstad since 1849. Together with OWUP, they have transformed a traditional boutique into a connected, automated, and data-driven digital experience.

We rebuilt their digital foundation from the ground up — from UX and WooCommerce to POS synchronization, ProdUp automation, and story-driven marketing designed for both watch collectors and first-time buyers.

“The solution had to reflect the same level of quality customers experience in the physical store,” says Leiv Kristian Steig, Project Manager at OWUP.

With more than 175 years of heritage and brands such as Longines, Maurice Lacroix, Certina, Seiko, and a curated pre-owned selection from Omega and Rolex, Mollstedt Ur needed a digital platform that balanced tradition with modern expectations.

Their previous setup relied on partially integrated systems and heavy manual workflows. A core goal for the new solution was therefore to reduce friction by connecting everything — store systems, inventory, pricing, and the online storefront — into one streamlined flow.

“Mollstedt’s solution includes three business areas — the main store, the online shop, and a dedicated pre-owned department,” explains Ole Straume Andersen, General Manager and Developer at OWUP. “To support all of this, the new system had to be automated, scalable, and extremely reliable.”

Using ProdUp, product information, images, specifications, prices, and inventory now flow automatically from the brands to the online shop. New watches appear online as soon as they are released — saving Mollstedt Ur hundreds of manual hours every year.

Compliance with strict brand guidelines, SEO structure, and a premium visual identity was essential to maintain the prestige of Mollstedt Ur’s portfolio. As existing marketing partners for several of these brands, OWUP ensured a rollout that met every requirement without slowing the project down.

The result is a digital presence that preserves Mollstedt Ur’s heritage while giving them a modern, automated, and future-proof workflow — ready for the next century of watchmaking.

Our Role

  • Digital strategy & concept development
  • UX/UI design & full site redesign
  • WooCommerce & ERP integration
  • POS automation with ProdUp
  • Pre-Owned module development
  • SEO & brand storytelling
  • Ongoing optimization & support

Technology

  • WordPress & WooCommerce
  • ProdUp sync engine
  • POS + ERP data bridge
  • Rank Math SEO
  • Google & Meta Ads

Behind the scenes, three separate business units — the main website, the online store, and the pre-owned portal — were unified into a single, seamless system. All product data now flows through one structured pipeline, eliminating duplicated work and reducing the risk of inconsistent inventory.

With ProdUp handling product creation, specifications, pricing, and stock updates automatically, Mollstedt Ur no longer needs to manually manage their catalogue. New releases from brands are enriched and published instantly, giving the store a faster time-to-market and a far more stable workflow.

This operational foundation supports scale, improves accuracy, and lets the team focus on customer experience instead of administration.

Usability & Data Flow

The redesign focused on clarity, hierarchy, and effortless browsing — turning luxury
presentation into measurable performance. Navigation, brand discovery, and collection
pages were refined for speed and intent.

Product cards, filters, and brand hubs were tuned for high-consideration purchases, where customers compare details, variants, and specifications before making a decision.

We reduced cognitive load by simplifying layouts and aligning the online experience with how customers interact in-store. The new structure makes it easy to browse by brand, collection, material, movement type, and availability — improving discovery for both new customers and seasoned collectors.

Data accuracy was strengthened through automated syncing between POS, ERP, and the WooCommerce store. This eliminated outdated pricing and missing stock issues, ensuring customers always see the correct availability in real time.

The result is a faster, more intentional path from research to purchase — online and in-store.

Pre-Owned & Sell Your Watch

A dedicated Pre-Owned marketplace lets customers buy, sell, and value luxury watches in one place.

A guided three-step valuation flow captures details and photos, and routes them directly into a streamlined review process handled by the Mollstedt team.

The system builds trust and confidence through transparent valuations, clear next steps, and consistent communication — all within the same digital experience.

The pre-owned module was designed to bring structure and clarity to a process that traditionally happens through email or in-person visits. We transformed it into a modern, intuitive workflow that matches Mollstedt’s reputation for precision and expertise.

Customers start with a simple form that collects brand, model, serial number, condition, service history, and photos. Each submission is automatically routed into a unified review dashboard, saving staff hours of manual sorting and follow-up.

The three-step valuation flow mirrors how watch specialists evaluate timepieces in-store — but now optimized for speed, accuracy, and transparency. Customers receive clear next steps, expected timelines, and communication directly through the digital portal.

Whether buying, selling, or requesting a valuation, the new Pre-Owned system strengthens trust, improves conversion rates, and brings consistency to a previously fragmented sales process.

What We Delivered

  • Luxury-focused UX. Built for high-value shoppers and collectors.
  • Seamless POS integration. Real-time data flow between store and WooCommerce.
  • Automated product flow. Hands-free creation and syncing with ProdUp.
  • Story-driven brand pages. Optimized for organic search and engagement.
  • Pre-Owned hub. Dedicated resale section with guided valuation flow.
  • Dynamic mega-menu. Brands, categories & collections structured for fast discovery.
  • Localized SEO. Tuned specifically for Swedish search behavior.
  • Google & Meta Ads. Reintroduction campaigns for awareness and sales growth.

The new digital platform strengthens every part of Mollstedt’s customer journey — from first discovery to purchase and after-sales communication. Each delivery was designed to match the precision and heritage of a 175-year-old watchmaker while preparing the business for scalable online growth.

The redesign introduced a luxury-oriented UX built for high-consideration purchases, improving how customers explore brands, compare models, and navigate between watches, jewellery, and pre-owned inventory. Brand stories, collections, and product attributes are structured for clarity, speed, and SEO performance.

On the operational side, ProdUp automates product creation, images, specifications, pricing, and stock — drastically reducing manual work. The POS and ERP bridge unifies three business units (main site, online store, and pre-owned portal) into one seamless data structure, ensuring accuracy across channels.

Marketing efforts focus on reintroducing the brand digitally through high-value Google and Meta campaigns. Localized SEO improves visibility in Swedish search results, while the dynamic mega-menu and optimized category structure increase product discoverability.

Together, these deliveries create a modern, scalable platform that elevates Mollstedt’s luxury identity and strengthens both online and in-store sales.

Product Page

The product pages were redesigned for clarity, luxury presentation, and high-intent shopping. Every detail — from specifications to imagery — is structured to support confident decision-making.

The new product experience highlights what matters most to luxury buyers: sharp imagery, refined specifications, and effortless comparison. High-resolution photos, detailed watch attributes, and brand-aligned layouts give customers the confidence to move from curiosity to purchase.

Product data is delivered automatically through ProdUp, ensuring accurate descriptions, prices, and variations without manual work. This consistency strengthens trust, speeds up administration, and keeps both online and in-store information aligned.

Additional modules — such as related products, alternative models, and collection navigation — help customers explore the full assortment. The result is a smoother path from inspiration to checkout, tailored to both enthusiasts and first-time luxury buyers.

Agile Development & Collaboration

We worked in two-week sprints with weekly reviews and continuous testing. Each milestone was launched, evaluated, and improved — ensuring steady progress and measurable results.

The project relied on agile methods that allowed the team to respond quickly to insights and customer feedback. Weekly meetings with Mollstedt ensured alignment, clarity, and tight control of priorities — keeping both pace and quality high throughout the build.

Each sprint delivered a functional component of the site, from UX concepts and prototypes to full integrations and data flows. Once released, every milestone was tested, measured, and refined based on real user behaviour.

This iterative approach reduced risk and eliminated long development cycles. The Mollstedt team stayed closely involved, enabling fast decisions and ensuring that every improvement supported either customer experience, operational efficiency, or commercial outcomes.

In short, agile collaboration meant faster delivery, better solutions, and a platform built to evolve with the business long after launch.

Outcome

  • Fully automated product, price, and stock updates
  • Unified inventory across POS and WooCommerce
  • Enhanced organic visibility and paid performance
  • Improved UX that strengthens brand perception
  • Hundreds of admin hours saved annually

“We felt both pride and respect starting this project — and it helped introduce OWUP to the Swedish market,” says Steig.

The transformation gave Mollstedt Ur a faster, more stable digital operation. Automation removed repetitive tasks, reduced errors, and ensured accurate product information across all touchpoints — in-store and online.

The improved UX and brand storytelling strengthened credibility and delivered a premium feel aligned with their heritage. With clearer navigation, better product discovery, and a more intuitive checkout experience, customers move more smoothly from browsing to purchasing.

Google and Meta campaigns reintroduced the refreshed identity to the Swedish market, increasing both visibility and store traffic. The new setup gives the team full control over campaigns, content, and inventory without relying on manual processes.

Together, these improvements create a scalable foundation — one that supports future growth, new brands, and expanded e-commerce capabilities.

“With OWUP, our online presence finally reflects who we are — and everything works together, automatically.”

— Mollstedt Ur, Karlstad