DIN’s roots as an engineer’s typeface make it a good fit for this Californian watch-maker’s online retail outlet. Although product and lifestyle photography are the key components here, typography becomes important at the individual product level, when information about each unit must be concisely presented. Typographically the hierarchy is rather flat, with almost everything set in capitals and in a single weight. Adding a bolder weight or varying the cases might enhance the readability of the specification listings, but not by much and the information isn’t so overwhelmingly complex to demand a more sophisticated hierarchy. As it is, the overall aesthetic places an emphasis on the product, with the typographic element playing a supporting role.