James Watts is a seasoned brand expert with a rich background in advertising, branding, and creative agency leadership. Over the years, he has worked across a diverse array of brands and categories, developing strategic brand solutions that resonate in various markets and industries worldwide.

Prior to leading Armadillo, James gained valuable experience in the advertising and creative sectors, where he collaborated with a wide range of clients to craft compelling brand stories, innovative campaigns, and distinctive market positioning. His broad exposure to different industries and disciplines has provided him with unique insights into what drives brand relevance and growth in a competitive landscape.

As Managing Director of luxury rug brand Armadillo, James further refined his expertise in strategic leadership, brand development, and market positioning. During his 8-year tenure, he successfully elevated the brand to international recognition, establishing it as a leader not only within its product category but also within the wider design and lifestyle communities. His unwavering commitment to sustainability and philanthropy—key components of the brand’s purpose-driven ethos—was instrumental in its global expansion. Under James' guidance, Armadillo opened flagship stores across Australia and key US design hubs including New York City, Los Angeles, and San Francisco.

James' consulting agency, based in the Southern Highlands of New South Wales, Australia, leverages his extensive experience across multiple industries and disciplines to deliver innovative branding strategies for clients worldwide.