In a digital world, how does a wristwatch remain relevant?
Technically speaking, watches are obsolete. There is no need for a mechanical timepiece. However high-end mechanical watch sales have increased since the second half of 2017, by demand in Asia, the UK, and the US. This is strongly driven by affluent Millennials.
Watches represent innovation, and quality, some of the best craftsmanship offered, while also being very practical. They reminisce to a simpler time, while their mechanisms are very complicated.
This project was created as a way to lift the mysterious veil between a timepiece and its user by creating a personal connection to the wristwatch with the aid of technology. The idea was to see what goes into making the watch as well as being able to see all the pieces and mechanisms that make the piece work.
Personalized website available with code provided in timepiece packaging. Allows user to see how their watch was made, the terminology that is used, explore the parts in a spatial way, and learn about the maker and company history.
With the purchase of each watch, the customer would receive a code and a piece of acetate that forms an upside down pyramid when folded. The code could then be typed into the watch company's website for a digital experience with the piece. With the use of a smart phone or tablet, the code and the acetate found in the packaging provide a 3D hologram like image.
3D Hologram video created by website and acetate form on tablet or smartphone.
TARGET AUDIENCE
SIMPLICITY - While digitally embedded, millennials are also increasingly searching for chances to unplug and enjoy simple experiences. A watch is a tangible reminder of simpler times and nods to nostalgia. Checking the time without being exposed to numerous emails, texts, and social media notifications can help them unwind.
PERSONALIZATION - Drawn towards self-expression and individualization, millennials seek customization. Especially in luxury goods. Research shows that 21% of millennials directly use terms such as “personalized” and “fun” to describe luxury. They need their timepiece to have something that caters to them and them only.
TRANSPARENCY - Besides nostalgia and personalization, transparency is important to millennials. As a customer they don’t take brands at face value and are immune to traditional forms of flashy, aspirational luxury marketing. Marketing needs honesty, transparency, and an openness to the customer. The high-end watch market has a feel of hiding behind closed doors.
*I do not own the images of watches and movements. This was a hypothetical school project and is not being used for anything more than demonstrating an idea and learning purposes.