Microsoft's Surface Laptop Ultra film shows the machine from the inside and closes on the new claim: made for the world makers.
Tesla presents the Roadster as its last best driver's car, the one manual model in an autonomous line-up, built with SpaceX thrusters.
Oatly fills a Ku'damm pop-up with one shade of matcha green, a Cee Cee Creative concept in which colour stands in for the logo.
Apple Music competes in a category where everything ships in an update. Its answer is a 600-seat building that nobody can ship.
Louis Vuitton adds five Tambour Spin Time watches to its permanent collection, each telling the hour like a departure board.
Heinz and Heineken launch their first collaboration, a limited six-pack of five beers and one ketchup bottle timed to the World Cup.
Rolex marks 100 years of the Oyster with a 23-minute film that argues the case for the watch through the people who wore it.
Aesop presents its first lighting collection, Apose, during Milan Design Week 2026 with architect Rodney Eggleston.
In its strategy update, Polestar's new head of design Philipp Römers keeps the brand's face recognisable and makes it more emotional.
At Artipelag, Volvo reveals the EX60 as a car that never stops driving, turning its 810 km range into the message of the launch.
Aesop's Resurrection Aromatique Hand Wash has become an unofficial status marker in upscale bathrooms worldwide.
Partnerships with Apollo and EQT put private markets in the app at a one euro minimum and move the brand into wealth management.
Nothing launches its first over-ear headphones with British hi-fi maker KEF, whose name appears on the earcup as Sound by KEF.
Loewe marked ten years of the Puzzle bag with 19 archive reissues, a new Confetti design, and a full digital retrospective.
Seven years after leaving Nike for Uniqlo, Roger Federer co-designs his own collection with creative director Clare Waight Keller.
Jaguar reimagined the leaper and introduced a four-symbol identity system built on 'Exuberant Modernism.'
Nothing presents the Phone (2a) Plus Community Edition, whose finish, wallpapers, packaging and campaign were designed by its fans.
teenage engineering turns its EP-133 K.O. II into the EP-1320 medieval, with hurdy gurdys, witches, a dragon and Latin labels.
In 2024 Google retired the Bard name and unified its consumer AI under a single brand, Gemini, matching the model that powers it.
The adidas Samba becomes a fashion phenomenon, leading a terrace sneaker revival driven by collaborations and the brand's own archive.
A broker's first physical object draws more than a million people onto a waitlist, and pays 1 percent of every payment into a savings plan.
Nothing launches Nothing Apparel, a clothing line developed with Teenage Engineering that turns its transparent design into a lab coat.
Nothing announces CMF by Nothing, a cheaper sub-brand named after colour, material and finish, with its own team and its own look.
The Candela C-8 Polestar edition takes Polestar's battery, colours and design onto the water, on gold hydrofoils that lift the hull.
The Polestar 4 swaps its rear window for a roof camera and a digital mirror, and turns a convention of car design into a brand statement.
Stadia arrived as Google's entry into gaming and closed three years later, refunding hardware and game purchases but not subscriptions.
Rolex announced its Certified Pre-Owned programme on 1 December 2022, attaching a new two-year guarantee to watches it is not selling new.
teenage engineering releases choir, eight singing beech dolls at $249 each, an object closer to an art piece or a toy than to an instrument.
Ferrari reveals its first four-door car as the Purosangue and insists it is not an SUV, defending its positioning through naming and language.
Nothing launches the Phone (1) with the Glyph Interface, a subway-map layout of lights and dot-matrix type that carry the brand.
teenage engineering launches the OP-1 field at $1,999 as part of its field series, turning a cult synthesiser into a premium product family.
OMEGA let its sibling brand build a plastic Speedmaster for a fraction of the price, and sold more of the original because of it.
Fashion designer Rick Owens and Aesop release a candle, travel kit, and fragrance called Stoic in March 2022.
Nothing launches the transparent Ear (1), designed with founding partner teenage engineering, and finds the visual signature of its brand.
Samsung adds Galaxy Z as the name for its foldables, then folds the Note into the S Ultra tier, tidying a portfolio built by accretion.
teenage engineering designs FREKVENS, a modular party speaker and light range for IKEA, in IKEA stores from February 2020.
With Sport Utility Wear, introduced in 2020, Uniqlo sells activewear for the gym and the street without turning itself into a sports brand.
teenage engineering opened the Pocket Operator to Rick and Morty in 2019, then to Street Fighter, Mega Man and a Google Pixel app.
teenage engineering designed the Playdate for Panic and gave the yellow handheld its crank, while the name on the console stayed Panic's.
Google+ was meant to become the social layer beneath every Google product, and instead became a lesson in forcing a brand on people.
Purple Label, made in Japan by nanamica and Goldwin since 2003, went on sale in the US for the first time in January 2019.
Volvo's former racing and tuning partner returns as a standalone electric performance brand, with its own cars, retail and logo.
In September 2017 Uniqlo launched its first collection with JW Anderson, whose designer also led Loewe: British classics at Uniqlo prices.
In 2017 Volvo declared the end of the solely combustion engine-powered car and tied electrification to a brand built on protection.
BYD hired former Audi design chief Wolfgang Egger and built a dragon-inspired face that gave its cars one recognisable look.
The Pixel was the first phone designed and sold entirely under Google's name, turning the software company into a hardware brand.
Apple and Nike launched Apple Watch Nike+ in 2016, extending a fitness partnership that began with Nike+iPod a decade earlier.
Jonathan Anderson named Loewe's first fragrance 001 in 2016 and packaged it in a book-like box designed with M/M (Paris).
teenage engineering launched its $59 Pocket Operators with Cheap Monday, a jeans label, and took its look far beyond musicians.
Loewe's Puzzle bag, designed under Jonathan Anderson, turned leather craft into a modern signature and anchored the brand's revival.
In 2014 Apple introduced the Watch, its first new category under Tim Cook, and positioned it as the most personal device the company had made.
adidas withdrew the Stan Smith, then relaunched it in 2014 using scarcity to turn an old tennis shoe into a fashion phenomenon.
adidas launched Boost in 2013, a cushioning technology developed with BASF that became a branded ingredient across its shoes.
Netflix releases all 13 episodes of House of Cards on 1 February 2013, repositioning the streaming service as an original content brand.
Patagonia launched Provisions with wild salmon jerky in 2012, taking an outdoor apparel brand into food through its environmental mission.
teenage engineering showed its first product, the OP-1, under glass at Musikmesse 2009, and the synthesiser went on to define the brand.
Google released its own browser in 2008, securing the path to its search engine and creating a product brand with a family of its own.
Netflix introduces the Watch Now streaming feature in January 2007, beginning the pivot that carried the brand beyond the red envelope.
In 2007 Apple unveiled the iPhone and quietly redefined what the company stood for, from computer maker to mobile platform.
A music player and a piece of software turned a struggling computer company into a consumer brand, and white earbuds did the advertising.
In 2000 The North Face gave its most technical gear a name of its own, the Summit Series, developed with its expedition athletes.
In 1999 Omega brought George Daniels' Co-Axial escapement into series production and made an outside invention its technical signature.
In 1998 Disney launched its first cruise ship, the Disney Magic, carrying the brand's immersive storytelling out onto the open sea.
The Lion King became the commercial peak of the Disney Renaissance, an animated hit built on an original story rather than an adapted one.
adidas launched the Predator boot in 1994, an invention by Craig Johnston that became a defining football brand for decades.
The North Face built the Nuptse for the Himalaya in 1992; within years it had become a staple of New York's hip-hop wardrobe.
On 26 March 1987 Nike released the Air Max 1, the first sneaker to expose its Air unit, designed by Tinker Hatfield.
Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.
The 1984 Birkin turned a chance flight into Hermès' defining brand asset, built on controlled scarcity rather than advertising.
Steiff turns its archive into a category and reframes the teddy bear as a collectible with the Papa Bear, a limited edition for the brand's 100th anniversary.
In 1977, two decades after Grace Kelly made it famous, Hermès formally renamed its Sac à Dépêches the Kelly bag, with her permission.
Since its first perfume in 1972, Loewe has released a new signature fragrance every few years, building a slow, plain-named line.
After Apollo 11 the Speedmaster became known as the Moonwatch, a nickname Omega later turned into the name of the collection.
A staff competition produced the crossed stripe in 1966. The brand that made it was retired in 1977, and the mark carried on.
In 1965 NASA qualified the Omega Speedmaster for all manned space missions, a verdict that later moved onto the watch's caseback.
Rolex launched the Cosmograph in 1963. The name the watch carries today came off a speedway the company already sponsored.
Rolex sent an experimental watch to the deepest known point in the ocean on a hull, then engraved the date on a model it sold decades later.
Volvo fits Nils Bohlin's three-point belt as standard in 1959, opens the patent to rivals and turns safety into the core of the brand.
Rolex answered a question no watch buyer had asked: what proportion of working airline pilots would call the GMT-Master indispensable.
In 1959, Tiffany designer Jean Schlumberger created the Sixteen Stone ring, founding a named-designer tradition the house still relies on.
Visa began when Bank of America mailed about 60,000 unsolicited BankAmericards to Fresno in 1958 and signed up shops to take them.
In 1957 Omega launched three professional watches in one year, and their shared suffix became the backbone of how the brand names its range.
Rolex ran the Everest leader's testimonial letter in British newspapers and used the same page to introduce a new model at a stated price.
The first Submariner was not sold as a better watch. It was sold as equipment for a job, and Rolex named it after the man doing the job.
Ray-Ban introduced the Aviator in 1937, a Bausch & Lomb design that turned anti-glare lenses into a brand.
In 1894 the Brandt brothers named a new movement Omega, and within a decade the calibre had given its name to the whole company.
In 1879, Thomas Burberry invents gabardine, a tightly woven, breathable and weatherproof fabric that anchors the house for over a century.
