The project aimed at discovering what lies ahead in the watch industry whilst taking the traditional timekeeping hand in hand. It started with discussions about how Titan can be relevant as a brand in these times where smartwatches are taking over the entire watch industry market share and there is very little scope for brands who cater to the masses. The best way forward was value addition through storytelling. The following outcomes would be placed in the market as collection timepieces with a quirky and timeless attitude. Initially, the watch was studied right from its inception and how it has evolved into the smart device that it is now.
The market of this industry was understood and analysed, gathering important insights about the need of the hour. It would be apt to quote an avid user of watches : “We want connectivity along with quirkiness, fun and emotions". According to them, the significance of physical movement caused by the hands of a watch states that the day is passing by but this aspect lacks in smartwatches these days. "I would rather prefer an analogue watch with smart features rather than just another screen!”, says the user. This directed the project to be focused on Hybrid watches which combine the analogue and the smart all in one place. The next step was to identify use case scenarios which have not been tapped into but would create a huge impact in the market. As a result, four directions were taken ahead and were worked upon with back and forth developments. Finally, they were refined and reimagined for 21st century users in terms of Colour, Material, Finish, form language and a 3D printed working prototype was made as a proof of concept.
Hybrid, Phygital, TITAN, Watch, Wearable
