Douglas Elliman Partners with Watson to Embolden Iconic Luxury Real Estate Brand

Douglas Elliman, the nation’s premier luxury real estate firm with the highest national average sales price amongst the top-ranked brokerages in the nation, today announced a strategic partnership with Watson, the award-winning New York-based creative agency, to undertake a comprehensive rebranding initiative that will reimagine the firm’s identity for the modern luxury market. 

The collaboration marks a pivotal moment for Douglas Elliman, which has been synonymous with luxury real estate for over a century. Watson will work in close collaboration with Douglas Elliman Inc. President and CEO Michael S. Liebowitz, executives, and agents on the creative vision for a brand evolution that honors the firm’s rich heritage while positioning it for continued growth and relevance in an evolving industry and marketplace. 

“Douglas Elliman has always been at the forefront of luxury real estate, and this partnership with Watson represents our commitment to innovation and advancement while staying true to our core values,” said Mr. Liebowitz. “We’re thrilled to work with a creative and groundbreaking partner that understands both the weight of our legacy and the importance of looking boldly toward the future.” 

“As a truly iconic American brand, Douglas Elliman has an incredible story to tell,” said William Richmond-Watson, who leads his eponymous agency. “We’re honored to help shape the next chapter of this storied firm and create a brand experience that resonates with today’s discerning clientele while celebrating the excellence that has defined Douglas Elliman for generations.” 

Watson brings a distinguished track record of elevating both heritage and startup brands through strategic creative thinking and exceptional design execution. The agency’s expertise in luxury brand positioning makes it an ideal partner for Douglas Elliman. Current and past clients include Mandarin Oriental, Mayo Clinic, and Four Seasons. 

"At Watson we have always felt that the Douglas Elliman brand should be elevated to reflect the boldness and ambition of the incredible teams that drive the industry forward," added Mr. Richmond-Watson. 

The rebranding initiative will encompass visual identity, brand messaging, digital presence, and the overall client experience across Douglas Elliman’s extensive network of offices and markets. 

“Partnering with Douglas Elliman to craft a dynamic, future-forward evolution of their brand is a true honor,” said Chris Dixon, Executive Creative Director at Watson, and the former Creative Director of Vanity Fair. “This collaboration reflects our shared commitment to a new brand expression that honors legacy while reimagining what’s next.” 

Further details about the rebrand will be announced in the coming months with a rollout expected in Spring 2026.