Addressing the Problem

Fossil is know for their traditional analog watches. They have a large selection which varies in price. Market trends have shown a shift in recent years which incapsulates a demographic of males between the age of 20’s-late 30’s. The traditional analog styles that have given Fossil its recognition are now seen as dated and uninventive. This demographic is shifting towards what is fresh. A time piece that makes a statement as well as tell time.

Goal.

• Reestablish brand image to encompass this demographic.

• Provide competitive pricing to leaders in this market.

• Provide a fresh take on the analog watch face.

Competition Analysis

Target Market

Initial Concepting

Based off the user persona and market research I began sketching watch faces that display time in a variety of different ways. Working through features that gave an approximation of time. The minimalist approach found in the competition analysis is reflected in these initial concepts.

The initial Cad mock ups show three different ways of depicting time.

User Feedback

• The users would like to see a minute hand even if it’s abstract.

• Need to look back into design elements that Fossil regularly uses.

• Implement a more intuitive hand design.

SOLA

The traditional analog watch face reimagined. SOLA has two rings that rotate around the face of the watch. The exterior ring represents the minute hand and the interior hand represents the hour hand. The rings give the user an approximation of the time, designed to eliminate the stress of counting every minute of the day. SOLA still incorporates the iconic design elements found in Fossil Watches from the three inset dials that represent a calendar, a stopwatch, and a 24 hour count.