The look and feel is reminds an american highway in the 50's/60's, it's not old fashioned but retro, based on the brand's logo.
The whole website has one main background, a “never-ending” typical deserted highway, with a treatment, in terms of colour, that conveys the warmth of the ambience and the time travel to the 50's/60's.
The “Ego” is why the user is put in the place of facing this lonely road, alone with himself in this journey and path that will follow: the choice of a watch. Not just any watch, HIS watch, one that suits HIM, and thus focusing on HIMSELF, as should happen in buying and choosing an object as personal as a watch.
All other elements fit the environment and the logo shape and colour, accordingly with the visual language specifically created for this website. Animation details where considered to give life and movement to the whole experience.