graduation Project (2012-13) Akansha Aggarwal, Nift Delhi

Graduation Project 2013 Fastrack , Titan Industries

Akansha Aggarwal . Fashion and Lifestyle Accessory Department . National Institute Of Fashion Technology , New Delhi

Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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Graduation Project 2013 | fastrack

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For years, watches are used as a time piece device.

With lots gadgets and technology coming in,wrist watches has lost its charm of telling time but has become more of an fashion accessory and style statement. Challenge of the watch industry to constantly upgrade itself to meet the aspirations of youth and allure them to buy a watch.

Fastrack, a mass brand is committed to manufacture each and every accessory that is needed by the fashion-forward youth to look stylish and cool. I got a opportunity to do project with this brand. This is the documentationofthegraduation Projectundertaken at fastrack, Titan Industries Ltd, Bangalore.

The involvement in collections gave me a great opportunitytoeducatemyselfandenhancemyknow how about the subject The graduation project was a phase in my student life which helped me grow as an individual designer.

It gave me a platform to apply my learnings from NIFT and life. As a student of Lifestyle Accessory Design, the design process I learnt, gave me a wholesome approach to my project from research, ideation, form explorations to the final product. The project in turn taught me, how to work towards the vision of the design team to get a good outcome without losing the integrity of my initial concepts. Another learning was that as a designer I should never undermine a concept by thinking it is too simple. I realized that simple ideas can do wonders .

It is he / she who understands that watch today is not only a means of personal adornment, but also expressive of a certain life style. The designer can be a valuable contributor in creating designs that are an amalgamation of high end technology and aesthetics.

This document is a compilation of the process, research, conceptualization and design of the collections which include fits and forms, digital, Signature eye wear collection.

As part of the four year, Graduation course in fashion and Lifestyle Accessory Design at National Institute of Fashion technology, I was exposed to design methodology, materials and production process, As an individual, the most important learnings were consumerbehaviorandmarketdynamics,trendsand the need to be organized, setting own deadlines forecast interpretations in the field of fashion and to meet those of the company’s. As a designer the lifestyle accessory. learning was to be able to communicate ideas and present them effectively. After the stint at fastrack The period of almost four months was a great I realized the importance of a designer in the watch learning experience in the field of watch and eye and eye wear industry. wear design.

Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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1.2 Acknowledgements Titan Industries Ltd. Mr. Bhaskar Bhatt, Managing Director Mr. Ronnie Talati, VP and Business Head Titan Industries Ltd.-Fastrack Division Ms. Simeran bhasin, Brand head Ms. Reema Vazirani, Marketing manager, Ftw Vidyashankar Srinivasan, Manager, Ftw Design Team Mr. Hemant Pal, Design Manager Ms. Deepti Martolia, Designer Mr. Np kaul, Designer Ms. Ivanshi, Designer Mr. Anubhav Aich, Designer Technical Team Raveesh Rajesh M. Anas Manamal Titan Design Studio

National Institute of Fashion Technology, New Delhi Mr. Sanjeev kumar, Faculty guide Ms. Preetha Hussian, Head of department Mr. k. Murugan, Center Coordinator Ms. Anshoo Rajvanshi, Assistant Professor Mr. Shakti Sagar Qwatre, Assistant Professor Ramachandra Sir Sarla Chandan F and LA Delhi 2009-13 Batch

Vendors Daily win C 20 VBL leathers

Family and Friends Akshay Aggarwal Viniyata Pany Vani Rishi Sabir Alam Vibhuti wattal Sachi Pandey Alok kumar Shristi Patnaik Shrutika Shinde Jaya Thawani Deepika Dhiman Deepika Pathya Swati Shelar Arpit Agarwal My Family and all those who have helped me directly or indirectly.

Graduation Project 2013 | fastrack

Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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1.3 Graduation project proposal Project Title: Wrist gear and eye wear collection

Sponsor: Titan Industries Limited, Bangalore

Project Brief: To design watch collections comprising of fits and cuts, digital space and fastrack eye wear signature collection

Scope of Project: Information collection and analysis: • Understanding fastrack as a brand and its philosophy by visiting fastrack stores and consumer survey.

• Watch trend analysis-understanding and identifying the current trends.

• Market Study and competitor analysis- their design language and price points.

• Media Ethnography-observing various television commercials to understand various aspirational values of youth.

• Comprehensive learning about technicality, costing and manufacturing processes of watch.

• Concept development as per market research and brief given.

• Extensive research on signature collection by international brand.

Design collections: Fits and forms Collection: Fastrack has always been a brand stronger with respect to guys watches as compared to girls. To strengthen market share of girls watches, new designs need to be launched.

The girls today are extremely style and trend conscious. Design cue is taken by apparels in fashion such as skirt, jackets, dresses etc.

Fastrack now wants to enter this space of digital watches again by creating a range of digital watches which carry a very futuristic look.

Fastrack signature eye wear collection: The sunglasses market in the country is getting populated with a lot of players.

Given the limited number of shapes to play with, the ability of a particular brand’s product to stand out from the rest is fast getting diminished.

To make the product more aspirational and using unique brand elements, idea was to use logo effectively and in different forms. Create a flaunt value for brand name.

Duration: 18 weeks

Digital watch collection: Digital watches are in high demand in the Indian market and Fastrack does not have a range of these at all. Earlier range was dropped because it didn’t offer differentiated designs to its customers and same were across many local brands.

Graduation Project 2013 | fastrack

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2. Company profile

Graduation Project 2013 | fastrack

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2.1 About the TATA Group Getting an opportunity to work with an organization of TATA in particular fastrack’s stature, it was necessary for me to understand its background, philosophy, values and ethics.

It would give me an overview of the company’s core competencies. Getting acquainted with company’s work culture and processes would help me adjust into my new environment and facilitate my design process.

The Tata Group is one of India’s oldest, largest and most respected business conglomerates. The Group’s businesses are spread over seven business sectors. It comprises 98 companies and operates in six continents. It employs over 2.8 lakh people and collectively have a shareholder base of over 2.9 million.

The Group was founded by Jamsetji Tata in the mid 19th century, a period when India had just set out on the road to gaining independence from British rule. Consequently, Jamsetji Tata and those who followed him aligned business opportunities with the objective of nation building. This approach remains enshrined in the Group’s ethos to this day.

The Tata group comprises over 100 operating companies in 7 business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals.

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2.2 Titan Industries Ltd

Titan Industries Ltd. Titan Industries is a manufacturing company that produces India’s largest and best-known range of personal accessories – watches, jewelry, sunglasses and prescription eye wear. Titan Industries was established in 1984 as a joint venture between Tata group and Tamil Nadu Industrial Development Corporation.

The company brought about a paradigm shift in the Indian watch market, offering quartz technology with international styling, manufactured in a state-of-theart factory at Hosur, Tamil Nadu. In 1995, the company diversified into jewelry under the brand Tanishq to capitalise on a fragmented market operating with no brands in urban cities.

In 2005, the company launched its second jewelry brand, Gold Plus, to capitalise on opportunities in small towns and rural India. The company has now entered into eye wear, launching Fastrack eye-gear sunglasses and prescription eye wear.

Titan’s manufacturing capabilities were leveraged into a new business unit called the Precision Engineering Division in 2003.Titan’s manufacturing units of the watch and watch divisions at Hosur, Karnataka are certified under ISO 9001: 2000 Quality Management System standards and ISO 14001 Environment System Standard.

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2.3 Fastrack About Fastrack

Vision, mission and values

Fastrack audience

Fastrack, the bold and definitive youth brand was launched in 1998 as a sub-brand of Titan. It was spun off as an independent brand of watches targeting the urban youth in 2005. Since then, it has carved a niche for itself with designs that were refreshingly different and affordable. During that time, Fastrack also extended its footprint into eye gear and in the last 4 years has quickly notched up the title of being the largest sunglass brand in the country.

Fastrack vision is to become complete fashion accessoriesdestinationforitsyoungconsumerswith aim of capturing the youth market in every aspect.

Fastrack has built itself a reputation of bringing refreshingly different and affordable designs that suit the wants of “today’s youth”.

The company is committed to manufacture each and every accessory that is needed by the fashionforward youth to look stylish and cool. The brand has its official stores and licensed shops all around the country that offer all Fastrack accessories under one roof, be it watches, sunglasses, bags, wallets, or any other accessory.

The main clientele consists of youngsters from the mid market segment of any city between 18 and 25 years old of age which consist of school going, college students and early jobbers.

Fastrack has now chartered into newer categories – bags, belts, wallets , scarfs – as part of its vision to become a complete fashion brand for the youth.

With enough categories to fill up one cool store, Fastrack has ‘moved on’ to open its own stores for its young consumers. The store is positioned as a complete accessories destination with all Fastrack gear under one roof. The first store was opened in Pune in 2009, currently it has over 125 showrooms.

Fastrack emphasizes on ‘moving on’ in life. With clear objective of chasing the college goers, it could possibly get a few raised eyebrows from their parents. Both ‘How many’ and ‘Move on’ refer to their habits in accessories and also their outlook towards attraction and desirability.The brand keeps on reinventing for the youth.

Over the last five years, they have changed our brand ambassadors to keep it fresh. The audience’s attention span is less and hence, they refresh their collections as well

Fastrack is now targeting a lower age group than when it started. Earlier the target audience was 25-35 year- old while now the core group is 1820 year old. Fastrack not only target people who are young, but also who are young at heart. Brand feels that older people want to feel younger and the young want to feel older.

Today, the consumer is not as affluent, is not an early adopter; the consumer now is predominantly mass consumer, and is coming in from smaller towns. They tend to be followers rather than early adopters .Its growing presence on Facebook – a fan base that now touches 6 million, keeps it in touch with its audience.

Graduation Project 2013 | fastrack

Various product categories Fastrack began as a brand of watches .then extended its footprint into eye wear and in the last 4 years has quickly notched up the title of being the largest sunglass brand in the country Its has now chartered into product categories – bags, belts, wallets , scarfs . in future, brand is planning to add more categories like helmets , footwear and bicycles to its sales inventory.

Watches

Bags

Belts

Sunglasses

Fastrack product line includes:

Wallets

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Few of the fastrack collections over the years are as follows: •Army collection •Denim collection •Beach collection •Big time collection

Tees collection

Denim collection

Tattoo collection

Biker collection

Big time collection

Hip hop collection

Army collection

Beach collection

Graduation Project 2013 | fastrack

Retail presence First fastrack store was launched in 2009, the retail channel of stores has grown to 137 stores across 68 cities in all metros, mini metros and several smaller towns like Manipal and Nasik receiving tremendous response from the young consumers. The brand is looking at increasing the number of stores to 250 by the end of 2014.

Flagship store, Bangalore

Online presence Fastrack, the bold and definitive youth brand that emphasizes on ‘moving on’ in life, has come up with an exciting campaign targeting its young consumer segment. The campaign called “Make Hell Cool” is based on the end of the world prophecy by the Mayans where the world would be ending on the 21st of December. Beginning a week prior to doomsday, the campaign urges youth to sin as much as they want so they could be a winner in hell.

6.8 million, The number of Facebook likes Fastrack has, making it one of the most popular Indian brands on Facebook and around 15 thousand followers on twitter Web site Screenshot Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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Fastrack Design Process It was important to get acquainted with the design process followed by the design team at fastrack. It has been explained brief y through the flow charts.

An example of design process

Collection : Hip Hop collection Product: wrist gear and eye wear Consumer trend study (E.g. Youth getting indulgence into dancing

Story

Brainstorming, derivation of collection , hip hop collection : mood board

Rapid prototyping and improvements

Inspirations (Long player record, dollar symbol, speakers, bling factor)

Brand presentation

Virtual Prototyping

Form exploration Detailing

Graduation Project 2013 | fastrack

Manufacturing facilities Titan Industries Limited watch Division’s Hosur,Tamil Nadu, manufacturing facility was set up in 1994, with advanced technicalknow-howfromUK,GermanyandSwitzerland.Over the years, the division has established highly integrated watch assembly, manufacturing and has grown to become the world’s fifth largest watch manufacturer.

The watch components are checked and certified for quality by a single agency or by a committee. Certification for the Watch is done by an Apex committee comprising of personnelfromNewproductdevelopmentteam.Someofthe key facilities for the above include the refining plant with Swiss technology, the alloying equipment, accurate assay testing facilities Led by these technologies. The product development cycle is some product categories is led by CAD/ CAM technology that enables seamless integration from styling and 3-D solid modeling to engineering design, tool design, tool making and prototype making.

Watch assembly unit view, Hosur, Tamil Nadu

Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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Case Manufacturing

Material/ technology Process flow Raw Material

Pressing

Cold forming, hot forging, warm forming

Machining

Drilling, milling, turning and tapping

Polishing

Buffing, sand blasting, smoky and dual finishes

Plating

Case assembly

Caseassembly

Stainless steel, brass, aluminum and titanium

Inspection and testing

Electro plating, ion plating ( PVD)

Adhesive joint, casket joint

Strap/ metal link assembly

Watch assembly

Packaging

Note‌ detailed manufacturing process in annexure 1

Graduation Project 2013 | fastrack

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3. Market Research

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Various research methods were followed to understand the consumers and the market.

The above research was going to help me in deriving design directions and facilitate my design process further.

Questionnaire Market visit

Research

Media Ethnography

To understand the brand To know the current and watch preferences expressions of the youth among youth in India

Trends

Watch Brands

Competition Scan To get insights on various To learn about the Understanding the current and upcoming various watch brands in competitors on various watch trends the market aspects

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3.1 Watch preferences Market Visit Considering increase in lot of international watch brands popularityinIndianmarket,itbecameimportanttounderstand the existing brands in the market, visit to various watch stores was done. It gave me an idea of other watch brands and its peripherals.

Further various fastrack stores were visited within bangalore, to understand fastrack as a brand, its essence and identity.

Dialogue with sales managers of the stores gave me an insight to consumer preferences and buying patterns.

Questionnaire Since the target consumer was boundless, a questionnaire seemed appropriate mode to understand watch preference and buying patterns.

It was conducted to get perception of youth about brand and watch and posted online and the prospective respondents were sent the link for filling the questionnaire. The responses were not really easy to get as people want to be compensated for taking their time out to fill a questionnaire. However the responses received, gave an insight to the watch culture and its peripherals. Questionnaire consisted multiple choices so that it’s less time consuming.

The questionnaire was posted as a student project because of company policies.

Sample questionnaire 1.

How many watches do you own?

2.

When do you wear a watch?

3.

Rate the importance of the following attributes, when you purchase a watch

4.

Name watch brands that you can relate yourself with?

5.

Do you own a fastrack watch?

6.

What is common between you and fastrack watch?

7.

What new look or anything new want to see in fastrack watch?

8.

How much are you ready to spend on a fastrack watch?

9.

Age - location Note: Survey was conducted among female consumers , as per guided by the industry mentor.

Survey responses in annexure 2

Graduation Project 2013 | fastrack

Conclusion about the brand is driven from the consumer responses, online research, fastrack store visits and conversation with store managers

Product •Vision of becoming accessories hub for youth •Competition with international players Coming in Indian market

Brand Analysis

Place

Price

• Retail stores present in metropolitan and small cities • Increasing demand in smaller cities •Laying the foundation to go international

• Affordable brand •Fastrack consumers are price sensitive

Promotion • As a irreverent brand • Has been brash and cheeky • ‘Move on’

Consumer feedback diaries kept in the stores werealsohelpfulinknowingtheirpreference.

After discussion with store managers, some of the insights that came out which were going to help in the future processes

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Wrist watch is a way of portraying ones personality more than anything else.

Watch Preference

Questionnaires and store visits helped me get an insight into buying habits and preferences of the consumer.

Ideology •Memory attached •Flaunt the brand,rather than product • As a gifting accessory •Reflects one’s personality •Perceived as a fashion accessory

Looks •Bold and chunky looks is over classic looks • Pink, purple leather straps for girls • Black straps evergreen •Muted solid colors •Stone studded cases

Finish

Occasion

•Matt finish is over other finishes • Liking for bi metal finish such as rose gold and steel • White finish over gold finish for watch cases

•Not much cultural importance , just an accessory • Prefer watch which is wearable every where • Can be worn on any occasion

Next step taken was to study upcoming trends in internationalanddomestic market, to develop wider understanding

Graduation Project 2013 | fastrack

3.2 Trends study Following the current and upcoming trends was very important. As the collection was going to be launched among youth it was critical to study the trends and keep updated and incorporate the trends in the products.

Various web sites, magazines, fashion icons and youth eccentric shows were surfed and followed for the same.

Bracelet inspired

Trend study was not only limited to watches but also other personal accessories, with the overlap of technology. Idea was how these accessories amalgamate with human bodies and its effect the human behavior and lifestyle Lot of tech trends were also looked upon.

Magazines such as vogue, harper bazaar, grazia, Elle, GQ, Verve.

Colorful /Brights

Bling factor Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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Micro

Digital

Stacked Wrist

Wrist bands

White

Overlapping straps Graduation Project 2013 | fastrack

Watches enjoy a renaissance as accessories A host of connected smart watches will emerge in 2013, with the phone becoming a new digital hub in this “personal body network.”

Media poster child Pebble will be the tipping point for early adopters, while Mute Watch 2.0 looks likely to push functionality to new levels.

But creators face tough product choices between form and functionality, making 2013 the most interesting year in watches for decades. Meta Watch, for example, has taken the path of following form instincts, while Basis chases a pure functionality route.

What to watch for in 2013: Smart watch makers could stumble on a killer app Touch disrupt the market with exciting experiences

Functional jewelry as armbands takes off

Wearable get dressed up

The functional arm and wristbands pioneered by Nike Fuel Band and Jawbone Up are setting a powerful trend and sidestepping the functional and aesthetic legacy of wristwatches. A flood of new wristbands is emerging such as Disney World’s Magic Band, which stores guest information and acts as room key, ride pass and more.

The smartest bands will track a user’s pulse, sleep patterns and more, helping to paint a holistic picture of wellness. However, a high degree of style will become increasingly important as functionality becomes standardized. Luxury brands like Vertu will create iphone accessories costing far more than any phone.

But flexible or curved ultra-bright OLED screens remain in the lab for another year. What to watch for in 2013: Luxury brands enter the functional armband space Personalization and “charm” style options Wrist-based pulse sensors

The Fit bit Zip (see disclosure below) and Misfit Shine are the first generation of transformational wearable that can be “dressed” with covers and ornamentation.We’ll see this trend rapidly extend to more products: for example, footwear covers for bicycling, or watertight wristband covers for swimming, as well as style-driven covers for social situations.

Initially the covers will be non-functional, but eventually they will inform the wearable inside, enabling instant adaptation of sensor software.

We will see covers become more valuable than the sensors they encase.

What to watch for in 2013: Hobbyists produce covers for online sale.

Jewelry partnerships for style covers emerge

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Sensors connect our everyday objects

Apps make wearable’ data actionable

Retro-fitting smartness into everyday objects is one of the most fascinating trends we will be living through. It’s where the Internet of Things and wearable technology converge.

Wearablewillalsobegintodisruptappdevelopment.

This has already started with fitness apps, and is set to branch out to life recording and social features.

And although users may perceive the cloud and the PC interface as mainly a passive back-up for their data, these will also become crucial for community data analysis and social media enablement.

The beauty of this is that it gives users the power to decide which objects should be made smart, and developers can create the optimal software to track it: keys, a jacket – even your car.

Pill-shaped, cube-shaped and stickers will be typical form factors. The Nike+ sensor pills were simply the “Neanderthal”stage of this development. Bluetooth 4.0 is a crucial enabler, taking everyday objects into a new world.

Development platforms are now mature, and will soon provide additional sensors for data collection.

The phone becomes the new digital hub, as its bigger canvas allows for more personality and a bigger overview, and high-resolution screens help enable rich data visualizations.

Misfit Shine Graduation Project 2013 | fastrack

Human body and trends Ear •Ear cuffs • Head phones • Earphones

Head •Wide brimmed hats •Helmet of justice

Eye •Smaller frames •Google glass Elbow + Forearm Carrying Accessories

Fingers •Multi finger ring •Touch

Wrist •Stacking • Armband + fuel bands

Palm •Increase in size of accessories Gadgets Foot stickers/ sneakers

Foot • Bare foot Experience

Foot •Minimal ism

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During the trend study, there was overlap between many spheres from fashion accessory trends to tech gadgets, bio tech trend which evolved as structural and material technologies began to intersect directly with the human form.

Surface • White and bright colors • Embellishment

Trend analysis

Shapes / forms • Concept of pebble shape • Pill shaped, cube shaped • Layering

Size/ Proportions •Micro size to macro • Body fit

Experience •Hands-free technological experience. E.g. Google glass • Holistic picture of wellness • Real world

Direction • Transformational wear •Adoption of apps, software and sensors • Minimal ism

Trend study and analysis gave me big picture of what is happening around in the world in different field in terms of personal accessories.

Further concentrating on watch, an accessory international brands were studied, how they are reacting to current trends and also their usp and audience.

Graduation Project 2013 | fastrack

It was important to understand the various existingwatchbrandswhicharefashionoriented to get an insight of the watch market.

Swatch The Swatch Group is the world's largest watch company, and the group has accelerated its acquisition of Swiss luxury brands in recent years.The Swatch Group owns the following brands: Breguet, Blancpain, Jaquet Droz, Glashütte Original, léon Hatot, Omega, Tiffany Watch Co., Rado, Longines, Union Glashütte, Tissot, Ck watch and watch, Certina, Mido, Pierre Balmain, Hamilton, Flik Flak and Endura. The name “Swatch” is a contraction of “Second Watch” - coined by Nichole Lopez because the new watch was introduced with a new concept of watches as casual, fun, and relatively disposable accessories.

Calvin Klein

Guess

Calvin Klein Inc. Is a fashion house founded by American fashion designer Calvin Klein. The company is headquartered in Midtown Manhattan, New York City and is currently owned by PhillipsVan Heusen. The most visible brand names in the Calvin Klein portfolio include: Calvin Klein Watches + Watch (watches launched in 1997, watch in 2004) Tommy Hilfiger Tommy Hilfiger, lifestyle brandTommy Corporation was founded by Thomas Jacob Hilfiger , American fashion designer. Product lines include Tommy watches

Guess (styled as GUESS) is an American clothing line brand. Guess also markets other fashion accessories besides clothes, such as watches, watch and perfumes.The company also owns the line Marciano.

G Shock G-Shock is a brand manufactured by Casio, known for its resistance to shocks (e.g. hard knocks and strong vibrations). They are designed primarily for sports, military and outdoor adventure oriented activity; practically all G-shock have some kind of stopwatch feature, countdown timer, light and water resistance.

Police

Fossil

Esprit

Fossil is a global retailer specializing in the design, innovation, and marketing of fashion lifestyle and accessory products. At the heart of the Company’s vision is a commitment to fostering creativity and delivering the best in design through its two core businesses: Fossil brand; and a multi-brand watch business.

Esprit is a homage to the relaxed, sunny Californian attitude towards life and the free spirit of 1968, the year it was founded. For women, men and kids, Esprit creates styles made from high-quality materials with great attention to detail. Each piece shows just how much effort Esprit puts into its creations.

Police is an Italian manufacturer of fashion accessories. Launched in 1983, the company was initially specializing in designing sunglasses. In 1997 Police launched their first perfumes set and in 2003 – their first watch collection. 2008 marked the launch of the company's first apparel collection.

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French Connection

Helix

French Connection (also known as FCUK) is a UKbased global retailer and wholesaler of fashion clothing and accessories. Founded in 1972 by Chief Executive Stephen Marks it is based in London and its parent company, French Connection Group plc, is listed on the London Stock Exchange.

Brand Helix targets Gen Y with affordable, hip and stylish timepieces.The brand reflects the aspirations and yearnings of today’s youth and to celebrate the passion and spirit to achieve everything in their lives. It exudes an inimitable, irreverent attitude combined with an amazing sense of style.The brand includes collections like Fusion, Shield, Aviator and Stunt targeted at men and Hook and Helix-Lady for women.

Diesel Diesel S.P.A. Is an Italian design company. It is best known for luxury, prêt-à-porter clothing aimed at the young adult market. The company is owned by its founder Renzo Rosso, and is based in the former Laverda building area in Breganze, northern Italy.

Graduation Project 2013 | fastrack

Fossil

Calvin keiln

Tommy Hilfiger

Espirit

Guess

Male

Female

Swatch

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Female

Sheen

Male

Baby G

G- shock

French connection

Helix by Timex

Female

Casio

Adidas

Benetton

Nike

Puma

Male

Aldo

Police

Diesel

Knock offs

Others Graduation Project 2013 | fastrack

3.4 Competition scan It was quite critical to understand the various watch brands and understand their presence with regards to category, retail, design language, target audience, Product mix, price points etc.

Brand

Target audience

Origin

Design language

Latest collection • Spring summer buzz, denim, ethnic)

Price point

Young students, professionals

Swiss ( 1983)

• Young, provocative • Witty, use of intense colors

Professionals, early jobbers

Texas, US ( 1984) / Hong Kong

• Rooted in authencity and a distinctive vintage • Bright on time inspired design aesthetic

Professional men, women

New York City, US (1997) •Showcase the style and elegance for which the / Switzerland company is known for.

•For women elongated and feminine design.

•Men wrist watch towards their Bold series.

• Core collection

` 8000- ` 15,000

Men, women, kids

New York, U.S. ( 1985)

• Brand celebrates the essence of Classic American Cool and provides a refreshing twist to the preppy fashion genre.

•Fresh start, nautical prep, safari prep journey

` 4500- ` 15,000

Men, women, kids

Germany (1955), San Francisco / Hong Kong

• Homage to the relaxed, sunny Californian attitude towards life

• Marin(e) collection,

` 2500- ` 10,000

` 3000- ` 25,000 ` 4000- ` 15,000

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Brand

Target audience

Origin

Design language

Latest collection Signature style

Price point

Young, fashion-driven consumer

Los Angeles, CA (1983)

• Focus on lifestyle driven fashion • Relevant to today’s trends

Technologydrivenaudience

C

ountry Japan G Shock (1983), baby G( 1991)

•A harmonious blend of top-notch technology and G shock - blue envy, ` 500 - ` 20,000 rugged durability aviation -Baby-G line offers the femininity and style Baby G -cruise line - G Shock line boasts strongest, most indestructible watches

Hard working, fast-paced individual

Italy ( 2003)

• Belongs to the raw series from the watch industry Raptor, tornado, • Fashion forward designs for individuals with sense sphere x, of style, bold good looks, and confidence

` 3500- ` 10,000

Fashion driven men and women

London, UK (1972)

•Bold, memorable, and somewhat shocking are the White lies, advertisements used to promote watches,“fcuk time. embellishment •Individual who wants to stand out from the crowd in his or her own unique way.

` 3000- ` 12,000

Men women with casual appeal

Molvena, Italy (1978)

•Bold design, wide bands and high tech elements Time frames, •combines contemporary urban flair with denim casual sexiness and something to appeal to everyone

` 3500- ` 15,000

College going,

India ( 2008)

•Reflects the yearnings of today’s youth and to celebrate the passion and spirit to achieve everything in their lives.

` 5000- ` 12,500

Fusion with denim, ` 500- ` 4500 shield

Graduation Project 2013 | fastrack

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As lot of international players coming in the market for the youth segment , it became necessary to study watch brands on various aspect , specially their design language.

Product •Established •Variety in collection •Varied mix of products

Competitor analysis

Place

Price

•Well established retail market

• Extensive range of price Points

People

Promotions

• Aware • Flaunt value

• Magazines • Online shopping web sites

Its wad also important to understand the current expressions and aspirations of the Indian youth in general. For these, I took the media ethnography form of data collection Graduation Project 2013 | fastrack

3.5 Media Ethnography

Media Ethnography is a sociological method of deriving and understanding trends about a group of people/a society through an in-depth study of media content, both editorial/entertainment and advertising. It could be the study of content of just one genre/magazine over a period of time to see how it has changed/evolved (e.g. Mills n Boon over last thirty years).

This involves cross magazine/ newspaper/ commercial study at one period of time. Various Indian television commercials and international commercials were compared e.g. pepsi, coco cola, Reebok, sprite, cornetto etc , which targeted youth as their consumer at one point of time were referred for the purpose.

Pepsi

April 7, 2013

•Adapted from sociology and anthropology- a study of how people live.

•An exploration of their cultures and their environments.

• Helps identify influences, language, interactions and motivations very deeply

February 1, 2013

Ethnography

Oh yes abhi Impatience Right now attitude

You can’t get enough Teasing

Cornetto

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Softer, smoother, silkier

Impulsive indulgence Pamper oneself

February 21, 2013

Cadbury

Sprite

March 5, 2013 April 12 2013

Hero Pleasure

myntra.com

Chalo Apni Chal

Sharp wit Ingenuity

March 5, 2013

February 19, 2013 March 12, 2013

Diet pepsi

Taller,sassierSkinnylook Celebrationofbeautiful, confident women

Why should girls Not have fun at night?

Styling cues Fashion conscious

Calculate your Social Quotient

Karbonn mobile

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March 10 , 2013 March 1 , 2013

Nestle Fruita Vitals

Get real Cut the crap

April 4, 2013

Cinthol Deo

Alive is awesome Live the moment

Fastrack

Live in Move on

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It was realized that the language of all the ads was not just same across the different product category ads, but similar visual language was followed in ads like Beverages , accessories, Snacks, deodorants, gadgets etc. Most the ads were endorsed by the youth icons such as Ranbir kapoor, Priyanka chopra, stars from student of the year movie, virat kohli etc.

• Impatient •Live the moment

• More expressive • Straight forward

Media Ethnography Analysis

• Splurge on themselves •Fashion conscious • Pamper themselves • Socially well connected

More ism - unsatisfied by what they have

It was concluded that the present youth in India aspire to project themselves like the youth shown in these ads.

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Research Analysis

Questionnaire Market visit

Trends • Transformational Wearable • Pebble shaped • Embellishment • Arm bands • Fitness gadgets • Touch experience

• Watch reflects Personality • Fashion accessory • Preference of branded Watches • Affordable youth centric brand • Matt finish and bi metal finish

Media Ethnography Current expressions of Indian youth: •Impatient •Expressive •Straight forward •Fashion conscious •Spend on themselves •Socially well connected •Unsatisfied by what they have

Competition Scan • • • •

Variety in collection Flaunt value Design language adopted Extensive range of price Points

Watch Brands • Established brands large network and marketing • Well established retail market

Design directions • Simple and Trendy • Involvement of technology • Reflection of youth aspirations • Embellishment and layering • Design story

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Overall analysis At this stage, I had already learnt a lot about fastrack, its philosophy and design process. Visit to the various fastrack stores helped in understanding the design and finer aspects of wrist watch and all that is needed to be noticed in a watch piece.

A few visits to the factory helped in understanding the finer nuances of watch making like assembly, that goes into its design and the processes involved.

As the products for the mass its need to meet the quality standards, uniformity and time constraints, It was critical to know about the limitations like module thickness, margin for mineral glass, dial opening. These were the important constraints that were to be kept in mind while designing the pieces.

The wrist gear preferred by youth are simple, bold would allow a woman, the opportunity to wear it almost any occasion. This was also confirmed from the responses of the questionnaires, where youth preferred simple, trendy and watches that reflects their personality.The questionnaire method helped in getting key inferences such as watch being a fashion accessory and was not seen as a timepiece device.

Fastrack’s approach towards youth market, its brand values and features such as fresh, different, distinct etc. Was a critical learning. These features were going to be incorporated in the collections as the collection was supposed to bring out the values and ethics of the brand.

The company’s philosophy of delivering designs that were refreshingly unique and affordable was a very important design feature to be kept in mind. While designing it was essential to keep manufacturing limitations and cost price in the mind as sell at entry level price in the watch market.

As the identified target consumer segment is one who is straight forward, design conscious, open minded, fashion forward with a global outlook it was very important to study the existing and upcoming trends in the field of accessories particularly wrist watches, so that the latest could be incorporated in the collections. Trends such as stacked wrists layering, bold and chunky looks, digital displays could be related to the target consumer who is also bold and open minded. The researchmethodofmediaethnographywasableto confirm the selected target consumer.

The research done on wrist watch market and the international competitors was going to play a very pivotal role when it came to designing and detailing the collections. The design language of various brands, price points that they offer, the class of consumer they cater to and the retail presence helped in knowing the size, the popularity, strengths and weaknesses of these brands. Insights such as most of the popular brands into mass production didn’t have any real story behind their collections and each of them had a signature or a recognizable style was going to help in coming up with concepts to meet the expectations of the target audience.

The popular fashion and youth centric products were also studied so that the collection could be a good mix of popular products, new ideas and concepts thus giving the consumer a variety of options to pick their wrist watch from.

All the learnings were to be integrated in the next Phase of the design process to get the best outcome and desired result.

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Tentative Deliverable After getting perspective of fastrack as a brand and its philosophy, market research with consisted of store visits, consumer survey, media ethnography etc. Certain keywords were narrowed down after brain storming and certain design stories were suggested to the design and marketing team.

Urban Picnic

Suggested Design Stories

Glamour chic

Reflects casual attitude of Fashion conscious youth youth towards life inclination towards glamorous world

Day tripping Reflecting explorer Nature of a youth

7(S)ins

Figure Fetish

Dedicated to unsatisfied Indulging into era of health youth, living in the and fitness, youth is leaving no world of more-ism chance to look perfect

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Brain Storming

Glamour Chic Day Tripping

Urban picnic

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Outdoor enthusiast

Figure fetish

Seven (S) ins

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Concepts Urban picnic

Inspired by wings opening of a lady bug

Lady Bug Picnic Basket

Reversible

Flipping of the bezel ring

Change in colors/ finish

Rotating discs instead of watch hands To indicate m

04:15:60

360 degree Rotation of the case

05:35:60

Back case

Excursion . Playful. Joy. Sharing Picnic is a word that evokes a wide range of memories lazy Sundayafternoons,tripstothecountry,tothebeach,oronly as far as the backyard; of reunions, sandwiches; lemonade or wine; of special baskets; blankets and old quilts; of hideand-seek in the woods, blowing bubbles; and finally of exhaustion and a sleep in the car on the way home Akansha Aggarwal | Fashion & Lifestyle Accessory Design | National Institute of Fashion Technology

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Glamorous chic

Slim Runway

Show stopper

Paparazzi

Round Catwalk

Design cue taken from fashion show runway- aisle, extending into the audience from a stage used for. Watch is seemed as a runway

Direction taken from mirror reflections, dial opening consist on reflective shiny surface to make a impressive appearance.

Exclusive . Distinct. Bling. Limelight Being glamorous is a quality that makes certain people or things seem appealing and special.

Most of the glamour is associated with fashion world. Even today’s youth with is fashion conscious in driven towards glamorous appeal and fashion world. Design direction is taken from fashion shows and terminologies associated with it.

Inspired by camera’s shutters , flashes and limelight. This watch is studded with crystal . hands tips are embedded with clear stones.

Inspired by model’s narrow walkway on ramps.

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Seven (S)ins

Lust

Intertwined Combined Deep

MORE LOVE

Wrath

Greed

Lust

Sloth Gluttony

Bulging Over consumption Gulp down

MORE PASTRIES

Pride

Greed

Gluttony

Wrath

Desire . Excess .

Today’s youth is living in the world of more ism, where they want everything in excess. May be its money or boyfriends/ girlfriend.

Explorations are done from the point of view of a girl, which reflects their ideologies

Greed

Within Material Possession Rapacious desire

MORE MONEY

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Sloth

Laziness Horizontal Laid back

MORE OF BLANKET

Wrath / anger Destruction Revenge Impatience

MORE TEMPER

Envy

Resentment Grudge Opposition

MORE BITCHING

Pride

Attractive than others Outstand Tall

MORE DIAMONDS

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Lust

Intertwined

Gluttony Bulging

Greed Use of stones on the case

Within

Wrath

Pride

Destruction

Sloth

Laid back

Tall Outshine

Envy

Resentment

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Figure Fetish

Hourglass Figure Criss cross shaped

Ruler figure

Rectangular shaped

Round figure Circular shape

Basic. Bold. Simple Entering into era of fitness conscious, youth is leaving no chance to look perfect.

Now, no one wants to attain size zero or busty look. They just want to flaunt what they have.

V shaped figure

Inverted triangular shape

Diamond Figure Diamond shaped

Direction is taken from female figures, shapes Graduation Project 2013 | fastrack

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Fits and Forms

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Methodology

Opportunity area • Stronger brand with respecttoguyswatches as compared to girls •60% sales from guys watch , only 40% from girls

Brief • Introduction of more watch designs for girls.

Design direction •Girl are most obsessed with clothes and updated with latest trends •Design cue taken silhouettes , cuts and forms of apparels.

Explorations • Form generation • Capture essence/ main attribute of apparel in trend; dress, skirt, top etc

Final concepts 5 cases for girls • Feminine color palette • Comprises of basic shapes • Matt finish • Variation in metal and leather strap

4.1 Brief Background and Way Forward • Fastrack has always been a brand stronger with respect to guys watches as compared to girls.

Over 60% of its sales comes from guys watch while only 40% is from girls products. However with the growing competition and to strengthen our market share and presence in girls watches, we need to introduce many more styles for girls.

• We need to address this issue by launching new cases which are far more suitable for girls and hence a focused collection has to be designed for them.

• A new design language hence has to be created, which will allow us to strengthen our portfolio and address this gap, while also staying true to the Fastrack style and values.

Customer Insight 1. Which cities/regions/clusters would you want this product/collection to definitely be present in? - Top 30 towns 2. Demographics – Girls – 17- 25yrs 3. Psycho graphics - The girls today are extremely style and trend conscious.

- They are far more aware of what suits them and what doesn’t and they are hence very particular about what they buy into, with respect to the brand as well as the style.

- They are also as aware that they have many choices to accessories and spend their valuable time and money on.

- Hence design and price, both are very important factors in their purchase behavior - While this is said, it is also important to note that they shop far more often.

- They also give in to impulse buying just as easily as they fuss over every tiny little detail before they buy any personal product.

Furthermore, gaps in functionality (multifunctions) and price points (1000 to 1495 and 2000 to 3000).

6. Competition product offering

The main competitors for this are brands like Baby G / Sheen from Casio / Tommy H / Esprit / Guess and Fossil.

A. Competition is selling products which range from being sporty to being petite and fussy to stone studded watches.

B. Competition has watches priced from Rs 895 going up to Rs 3295.

C. There are 5 essential styles that competition is offering to its customers: – Classical style – very small cases with basic colors such as maroon, black, silver and gold – Sporty cases with soft colors – Stone studded mid size cases – Mid to large sized watches with slimmer cases and muted solid colors – Mid size, slim cases with bold colors

5. Product Gaps

7. Collection target MRP

4. Competition

A. Fastrack didn’t introduce sufficient number of strong designs and cases for girls.

B. Most girls cases we have in the portfolio are over 3 to 5 years old and many of those introduced in the last few years have been smaller versions of guys cases.

` 995 - 2495

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Role within the Fastrack portfolio 1. What is the role of the product in portfolio/ brand A. To offer a wider and newer range of cases and watch designs to the Fastrack girl at competitive prices 2. What is the marketing launch for this collection Digital and in-store 3. Recommended launch in market A. 70% of the collection to be dispatched by 23rd November 2013 Design cue: - Fits and Forms inspired by apparels such as denims, jackets, dresses etc - Small and mid sized, slim cases which fit the wrist well and works well with casual denims or for dress up parties.

- Asymmetric case shapes.

Product Requisites A. Small to mid size cases B. Shaped and round cases which fit well on the wrist.

C. Case can be in multiple finishes – S look and matt G look D. Muted but solid colors can be explored E. Integrated straps, Hybrid straps, new constructions can be explored for the higher price points.

F. Approx Dimensions – Lug to lug – 41 mm. Width – 34 mm. Thickness – 8.5 mm G. Function I. Plain 3 hands Ii. Multi-function - While new case designs are needed, the focus should be on leather straps too.

- Dials and designs should be simple and not cluttered or fussy.

- Not too many colors should be used.

Collection projections - Cases life will be 2 years approx / Launch qty of 3500 pieces for each variant.

- 5 cases with 10 variants are needed.

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Consumer Insight Demographics – Girls – 17-25yrs

Psychographics - Extremely style and trend conscious.

- More aware of what suits them and what doesn’t and they are hence very particular about what they buy into, with respect to the brand as well as the style.

- Aware that they have many choices to accessories and spend their valuable time and money on.

- Hence design and price, both are very important factors in their purchase behavior - While this is said, it is also important to note that they shop far more often.

- Impulse buying just as easily as they fuss over every tiny little detail before they buy any personal product.

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4.2 Direction As per the consumer sight, where today girls are girls today are extremely style and trend conscious. They are far more aware of what suits them and what doesn’t and they are hence very particular about what they buy into, with respect to the brand as well as the style.

Dress

Design cue is taken from fashion apparel industry. Silhouettes, cuts and different cuts are taken as design inspiration.

Fashion magazines such as vogue, harper bazaar is referred to study the trends.

Trends were studied to see what kind of apparel silhouettes , shapes are upcoming and preferred among girls.

Tulip Dress

One shoulder

Bubble

Wrap Dress

Pencil Skirt

Tiered Skirt

Skirt

Tulip Skirt

Skater Skirt

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Details

Pleated

Ruffles

Necks

Layering

Accessories

CrissCrossfootwear

Cowl neck

Shoulder less

Deep V neck

Brim Hat

Loop Belt

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4.3 Explorations

Tulip Dress

One Shoulder Dress

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Cowl Neck dress

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Loop Belt

Pleated dress

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Wide brimmed Hat (Concentric circles)

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Corset

Bubble Dress

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Cowl Neck Dress

Pleated dress

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Wrap Dress

Wrap Dress

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Pleated Skirt

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Tiered skirt

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4.4 Final concepts

1

Inspiration Corset

Movement Y121 G Dimension: 23 x 35 Dial Opening: 14 x 19 Matt finish

Movement Y121 G Dimension: 23 x 41 Dial Opening: 14 x 22 Matt finish

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SOME OF THE VARIATIONS

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2

Inspiration Cowl neck

Movement Y121 G Dimension: 23 x 35 Dial Opening: 14 x 19 High polish and sand blast finish

Movement Y121 G Dimension: 23 x 41 Dial Opening: 14 x 22 Matt finish

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SOME OF THE VARIATIONS

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3

Inspiration Wrap dress

Movement Y121 G Dimension: 23 x 35 Dial Opening: 14 x 19 Matt finish

Movement Y121 G Dimension: 23 x 41 Dial Opening: 14 x 22 Matt finish

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SOME OF THE VARIATIONS

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Inspiration Loop belt

Movement Y121 G Dimension: 23 x 35 Dial Opening: 14 x 19 Matt finish

Movement Y121 G Dimension: 23 x 41 Dial Opening: 14 x 22 Matt finish

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SOME OF THE VARIATIONS

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5

Inspiration One shoulder dress

Movement Y121 G Dimension: 23 x 35 Dial Opening: 14 x 19 Matt finish

Movement Y121 G Dimension: 23 x 41 Dial Opening: 14 x 22 Matt finish

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4.5 Technical Details

Assembly Drawing

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Final Collection

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Digital Watch Collection

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Methodology

Opportunity area

Brief

Ideation

• Digital watches are in high demand in the Indian market •Fastrack digital watches are outdated

• Introduction of digital watches which has futuristic appeal •Enter into innovative space, use of specific digital displays

•Concepts on the basis time can be fun to read •Direction from trend study: transformable wearable

Explorations •On the basis of given Digital display • Use of sharp, clean lines • Emphasis on sleek aspect • Repetition of line • Emphasis on the display

Final concepts 5 concepts •Neon colors by ink filling •Poly urethane straps • Solid colors • Play with the displays

Graduation Project 2013 | fastrack

5.1 Brief Background Digital watches are in high demand in the Indian market and Fastrack does not have a range of these at all.

The range which Fastrack had earlier was dropped to be able to offer unique and differentiated designs to its customers rather than offer just off-the-shelf watches which are found across many local brands.

However, while present, the range that Fastrack offered was very successful, mainly because of the price point it was present at and also because of the sporty designs it offered. The only brand which has made a very successful top of mind recall in the minds of the Indian youth in the digital watches space is Casio. Fastrack now wants to enter this space of digital watches again but in a way that it can create a niche for itself rather than offer me-too looking products, without losing its Value for money proposition.

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Way Forward With this background in mind, Fastrack aims to create a range of digital watches which carry a very futuristic look.

For this design cases were based on the movements short listed, which give the brand a unique range of digital watches at a competitive price point

Customer Insight Futuristic designs are quite a draw with the youth of today (ref: Apple / smart phones / music gadgets / car designs etc).

In addition, these also give the brand a far more edgy look and take it in to the innovative brand space and thus very aspirational category as well.

Target audience Which cities/regions/clusters would you want this product/collection to definitely be present in?

•Top 30 towns Demographics •17- 30 years ( college goers / early jobbers)

Psychographics •The youth of today are extremely image and brand conscious.

•It is vital for them to carry of brands and products which are highly differentiated and which make a style statement.

Competition If s/he is a new customer, what is competition selling to his/her currently?

•Competition is from brands like Casio for the look and local brands for the price.

What is the competition product offering in similar requirement •Casio offers its sporty digital watches with movements ranging from basic ABC to highly advance features from about Rs 3000 right up to Rs 10,000+ •Local brands offer basic digital movements and simpler cases starting from Rs 350 onwards.

A. Casio offers extremely sporty and chunky cases for digital. Most cases are plastic with some having metallization on MG or metal inserts to add in a bolder look.

B. Local brands on the other hand offer smaller and simpler product designs and these are generally me too.

What is the collection target MRP Fastrack watches – 1795 – 3495, where in 1795 to 2495 is for the basic movements with in-house designed plastic cases and 2495 to 3495 will be withspecializedmovementswithin-housedesigned cases.

B. The designs will have to be bearing in mind the cost of the movements which are fixed to ensure.

Role in Fastrack portfolio A. To increase the aspirational value of the brand and strengthen the brand image.

B. To create differentiation in the marketplace and create variety in the collection.

What is the marketing launch for this collection POS/Online • Recommended launch in market A. To be deposited in the factory by 23rd September 2013

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Product Requisites

Collection projections

A. The designs have to be made around the movement costs, which are fixed.

B. Simpler designs, which look more futuristic, are needed. However, these cannot look me-too in any manner.

C. Straps also need to be designed with these in mind. We could work with plastic straps for majority designs.

D. Some movements have a basic design sketch ready and will need to be made to accommodate that.

E. Colors as used in Tron – whites, blacks, greys and some blue neons.

These however should not resemble Casio / Sonata digital.

A. Watch Cases life will be 2 years approx B. Launch qty of 5000 pieces for each variant for the simpler movements and 3500 per variant for the advanced movements C. 4 guys cases and 5 girls cases.

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5.4 final Digital Modules As per design parameters and limitations, only modules on the right side are to be used in watches This modules are going to be integrated the strap.

Some of the modules give outdated look, but alterations can be done in the modules to fit change the visual appeal.

For e.g. changing the negative to positive display. That is reversing the screen into black and digits into screen color.

Even,havingcolorednumbersinsteadof just black.

Possibility of the alteration in modules was checked with innovation team.

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Explorations On the basis of trend analysis emergence of pebble shape is rising and also moving in direction wearablity at different body parts.

Pebble shape explorations

Scope of wearablity on different body parts . for e.g.

• Collar •Shoulder • Waist •Ear • Fingers

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5.5 Direction As there was limitation of using certain digital display. On the basis of trend study and the project brief, neon color palette from the tron movie .

Further the movie tron was referred for further direction.

Idea was to come up with digital watches which reflects futuristic aspirations of the consumer that is towards cleaner, shape, bolder and solid look.

Line explorations were done which understand the lines which reflects attributes such as streamlined, having direction, sharp,clean.

Further keeping the dimensions of the digital display in mind, explorations were done.

Color palette

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5.6 Explorations Line explorations

Revolving around the given displays, objective was to accentuate the emphasis on the display and also give sense of continuity, sleek and clean look.

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5.6 Final Concepts

Material: polyurethane Color: Blue Ink Filling Strap : Integrated

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Material: polyurethane Color: Red Ink Filling Strap : Integrated

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Digital Display

Exploration with the round module/ Movement.

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Material: polyurethane Color: orange Ink Filling Strap : Integrated

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LED Display

Material: polyurethane Color: Ink Filling Strap : Integrated

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Material: polyurethane Color: blue Ink Filling Strap : Integrated

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Digital Display

Material: polyurethane Color: Blue Ink Filling Strap : Integrated

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Digital Display

Material: polyurethane Color: Ink Filling Strap : Integrated

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Collection

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Fastrack Signature Eye wear

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Methodology

Opportunity area •Today’s youth like to flaunt the brand • Given the limited number of eye wear shapes one can play with, ability of brand’s product to stand out from the rest is fast getting diminished

Brief • To make the product more aspirational by using brand elements • To develop signature eye wear

Explorations •Playing with fastrack claw • Eye wear forms explorations

Understanding the scenario • Extensive study of signature collections/ elements by established brands • Analysis

Final concepts •Branding of the existing top selling shapes •Subtle use of fastrack logo • Use of claw in different forms •Charging premiums depending on the kind of logo embedded on the product

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6.1 Brief Background The sunglasses market in the country is getting populated with a lot of players. Given the limited number of shapes one can play with, the ability of a particular brand’s product to stand out from the rest is fast getting diminished. The requirement is to make the product more aspirational and using unique brand elements.

Customer insight Demographics 17-25 years Psychographics The youth of today are extremely image and brand conscious.

Theyliketoflauntbrandnamesandlogosonproducts they wear.

The sunglasses doesn’t- the ability to be highly different. The temples offer an opportunity for differentiateddesignthattheframeofthesunglasses doesn’t- the ability to be highly different. As a rule, if the sunglass frame gets very different/ funky, it is rejected by the market. However, temples are able to adapt to this with much higher acceptability.

End objective To use our logo more effectively and in different forms.

Create a flaunt value for our brand name Ever consider charging premiums depending on the kind of logo embedded on the product.

C. Most iconic temple would be ray ban would be ray ban wayfarer temple which is copied by every brand that makes wayfarers.

D. Branding- all fastrack accessories products have historically used the fastrack logo in either laser print or metal plaque format.With clear demarcation of guys and girls product, the branding on product can take different directions. While the fastrack logo is stylish and very modern, develop branding options to revive freshness.

Requisites A. Iconic products almost always carry a signature design element that makes the product stand out from the crowd. Be it the double kidney grill in bmw or closer home to the category, the vertical capsule element in every carerra sunglasses.

Also, branding has been don e on temples and on lenses. Other parts of the sunglass where branding can be evaluated E. Shapes - on aviator, wayfarer, bug eye, rectangular

B. Temples; temples for sunglasses is the one of the mostimportantyetwidelyignoredpartofsunglasses.

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Consumer profile As the signature collection brings out the philosophy and values of the brand, it needs to be universally appealing to every consumer , and create a place in their hearts.

A signature piece is one which every consumer would like to possess, as its meant to be for any occasion to go with any outfit. A consumer who is not sure about what to buy , will buy this piece as it will always be a safe bet for her. The target consumer segment was the youth . After studying the target consumer, I arrived at the following attributes of a youth who was going to wear the signature collection.

•Attention seeking •Stylish • Image and brand conscious.

• Flaunt brand names and logos

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6.2 Signature What is a Signature?

A signature (from Latin signare, “sign”) is a handwritten (and sometimes stylized) depiction of someone’s name, nickname or even a simple“X”that a person writes on documents as a proof of identity and intent. The writer of a signature is a signatory.

Like a handwritten signature, a signature work describes the work as readily identifying its creator.

What is a Signature collection?

Its called as “Tried and True Collection”. Every company, brand or a person, may be it apparel, cars, accessories, cosmetics etc. Has its own style, and which over the years becomes its signature style or the style by which people recognizes the brand in the market. It can be anything, any element that makes it unique to the brand thus making it its style.

It can be a simple embroidery on a garment, a fixture in a car that is special to the brand only.

Many brands also introduce themselves in the market with a signature collection, to portray what they are, what they mean as a brand and the identity of the brand comes out. This collection identifies a brand with its consumers and thus create an impression on the consumers and prospective consumers.

Its Significance A brand, a company or a designer generally has many collections in its portfolio. Some collections keep changing as the trend changes, some don’t click well with the consumers and some just become obsolete.

But every company generally has one collection that is its signature collection, which doesn’t change with change in fashion and trend, and the collection over A period of time becomes the signature style and thus the main identifying collection of the brand with the consumer and also amongst others.

A brand can use the signature collection to bring to the fore its values, ethics, philosophy and what does it stand for. The signature collection should be able to build In trust and faith in the consumers. A brand can also use this collection to showcase if they have innovated something new, a new technique or something special, may be pioneering in their respective field. Brands can harp on their unique creations and thus create an strong image in the eyes of the consumers. Such collections also help a brand earn respect and appreciation.

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6.3 Explorations Fastrack logo - claw has strong identity and remembrance among consumers.

The claw Sharp Edges Asymmetric Unbalanced

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6.4 Understanding the scenario A research on various brands and their signature collection was carried out to understand what goes in making a signature collection and what are the key elements that can make a eye wear collection the signature collection for the brand.

A few big brands were studied to understand their signature collection, the companies, brands who have been known for their signature style over the years and is a trademark style for the brand .

Research was not just in done in the eye wear category, but across the product range of the brands and fashion houses.

Burberry

•Cheque

Alexander Mc queen •Skull •Symbolism

While studying the eye wear product category, play of company’s signature and logo was understood.

Fendi

•Monogram •Symbolism

Kelly bag

Birkin Bag

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Tods

• Texture

Hermes

YSL

• Iconic products • Colors • Packaging

•Monogram •Symbolism

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•Motif •Style of setting or detailing

TIFFANY

• Colors • Packaging • Particular form

• Repetitive element

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Signature style Analysis

Significance • Helps recognize a brand and helps in branding •Forms an identity for brand for years to come •Automatically becomes patented style as no one tries to copy the same concept

Attributes of signature style • Through a motif for e.g.: camellia by Chanel • Through a particular style of setting or detailing for e.g. horse shoe shape by Gucci •May be using a particular cut, or color. D. Can be brought through a particular product category •A particular technique and texturing can be used Which runs through all.

•Needs to have a sense of Seriousness g. An innovation can become a signature for the brand.

• A element that can be exaggerated or a repetitive element, can become a signature

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6.5 final concepts During study of signature style by other brands , I developed understanding that signature collection has to be something very subtle, not in your face.

After discussion with team, best selling shapes of eye wear were taken forward for branding and emphasis was also on the technique, how its going to be done on eye wear

Aviators

Use of claw on the temple post, through laser marking

Variations in the placement of the claw

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Wrapping of the claw around temple And temple tip

Use of the claw around bridge area

Claw laser marked on the rim of the aviators

Use of the claw around bridge area and laser marking on nose pads

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Repetition of the claw on the top bars Play with different the surface finishes

Repetition of the claw on the bridge and temples

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Rim less Sunglasses

Logo on the top of the screws, placed above circular metal round plate

See through claw cut on the lens

Laser marking on top part of the bridge

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Wayfarers

Logo at the end of the temple

Embossing on the corner , on the frame of the eye wear

Claw pattern inside the temple area, visible from inside

Embossing on the corner , on the frame of the eye wear

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Embossing on the both the corner , on the frame of the eye wear

Claw running on the top the frame

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Claw at the corner of the frame, can be laser mark , groove or metal claw

Claw at the edge of the frame, visible from the sides.

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Laser marking on the corner center of the lens

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Looking back The period of almost four months was a great learning experience in the field of watch and eye wear design. The involvement in collections gave me a great opportunity to educate myself and enhance my know how about the subject.

The graduation project helped me growing as an individual designer. It gave me a platform to apply my learnings from NIFT and life. As a student of Lifestyle Accessory Design, the design process I learnt, gave me a wholesome approachtomyprojectfromresearch,ideation, form explorations to the final product.

The project in turn taught me, how to work towards the vision of the design team to get a good outcome without losing the integrity of my initial concepts.

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Webliography •Http://www1.macys.com/shop/jewelry-watches •Http://gigaom.com/2013/9-trends-to-watch-for-inwearable-tech/ •Http://theswatchers.blogspot.in/ •Http://economictimes.indiatimes.com/Brand-Equity’s-Most-Exciting-Brands-2013 • Http://articles.economictimes.indiatimescom/2013-01-02/news/36111531_1_brandequity-familiarity-scale-brand-sets • Http://economictimes.indiatimes.com/et-now/ brand-equity/brand-equity-youth-brands-not-getting-it-right/video show/18089293.cms • Http://economictimes.indiatimes.com/features/ brand-equity/brand-equitys-most-exciting-brands2013-how-the-survey-was-conducted/articleshow/17844589.

•Http://linkingsustainabilitycom/ 2013/01/03/anexciting-brand-may-be-hot-but-not-sustainable/

• Http://www.business-standard.com/article/management/one-fast-move-111101700073 •Http://articles.economictimes.indiatimes.com/2013-0109/news/36237537_1_fastrack-brand-equity-urban-youth • Http://www.moneycontrol.com/news/business/fastrackextends-brand-to-new-youth-segments-_386688.html • Http://www.afaqs.com/news/story/25162_%20Innovating brands:%20-Fastrack • Http://www.indiasocial.in/fastrack-fans/ • Http://timesofindia.indiatimes.com/business/india-business/Titan-bid-to-Fastrack-into-a-lifestyle-brand/articleshow/12191980.cms • Http://www.indiasocial.in/interview-simeran-bhasin/ • Http://www.cio.in/article/social-compulsions

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Certificate

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Annexure 1

Respondents

1. How many watches do you own?

Questionnaire responses

Questions 2. When do you wear a watch?

3. Rate the importance of the following attributes, when you purchase a watch

4. Name watch brands that you can relate yourself with?

5. Do you own a fastrack watch?

6. What is common between you and fastrack watch?

7. What new look or anything new want to see in fastrack watch?

8. How much are you ready to spend on a fastrack watch?

8. Age location

Insights

1.

More than 2 watches Daily to college (1)brand - (8) Water resistance

Fastrack, citizen

Gifted by Reflects my attitude someone special and personality

More sober and daily Rs. 2500 wear watches Rs. 3000

22 years Bangalore

Sober,brand awareness

2.

More than 2 watches Daily to college (1)Design - (8) promotion Tissot, longines offers

Gifted by Reflects my attitude someone special and personality

Satisfied by what it offers

20 years Srinagar

Design and quality, gifting accessory

3.

I am a watch lover, more than 5

I sleep with my watch

(1)Represents your Personality - (8) Function

Fastrack, helix, police

Spent my first Made for each other earning to buy it

More range of bold Rs. 1000 and chunky watches Rs. 2000

21 years Lucknow

Brand loyalty, bold and chunky

4.

I have one watch, wear that everywhere

Occasionally

1)Represents your Personality - (8) Water resistance

Swatch, Tommy

Randomly Reflects my attitude stumbleduponit and personality

More glamorous watches

Rs. 2500 Rs. 3000

20 years Gurgaon

Glamour, personality reflection

5.

More than 2 watches Daily at work

1)Represents your Personality - (8) Water resistance

Espirit, guess

Gifted by Nothing common, just May be more someone special like another watch functional expect time

Rs. 1000 Rs. 2000

23 years Delhi

Everyday Wear, features

6.

Total 4 watches

1)Represents your Personality - (8) Water resistance

Fossil, Tommy

Spent my first Nothing common, just Should launch earning to buy it like another watch sophisticated models

More than Rs. 2000

22 years Jaipur

Simple, sophisticated feeling

7.

More than 2 watches Whenever I feel 1)Represents your like a studious Personality - (8) brand person

Swatch, fastrack

Gifted by It reflects my attitude someone special and personality

Straps that can be Rs. 1000 changedaccordingly Rs. 2000 for occasions,like an interview or a party

21 years Kanpur

Occasion specific, Self expression

8.

More than 2 watches Occasionally

Tissot, swatch

Gifted by It reflects my attitude someone special and personality

More durable and fancy, party wear

Rs. 1000 Rs. 2000

22 years Pune

Durability, a fashion accessory

9.

More than 2 watches Daily to college 1)Design - (8) Water resistance

Titan, fastrack

I randomly It reflects my attitude stumbleduponit and personality

Something more elegant and casual wear

Rs. 2500 Rs. 3000

22 years

Elegant and casual, Everyday wear

10.

More than 2 watches Whenever I feel 1)Represents your like a studious Personality - (8) brand person

Swatch, tissot

I randomly It reflects my attitude stumbleduponit and personality

Bright colors yet simple and elegant.

Rs. 2500 Rs. 3000

19 years Bangalore

Adds value to what one’s wear, just an accessory

11.

I am a watch lover, more than 5

Whenever I feel 1)Design - (8) Water like a studious resistance person

Fossil, Tommy

No I don’t own it, will never buy it

Nothing common, just More of metal like another watch bracelet straps .

Less than rs. 800

22 years Kolkatta

Price sensitive, variety

12.

I have one watch, wear that everywhere

Daily to college 1)Design - (8) Water resistance

Espirit,

No, but I might buy if I come across a design I like

Nothing common, just To make a more like another watch feminine or demure collection also and not just funky ones.

Between Rs. 21 years 1000 - Rs. Chandigarh 2000

Daily at work

1)Represents your Personality - (8)function

Rs. 2500 Rs. 3000

Design and quality.

Simple, no fuss

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Respondents

Questionnaire responses

Questions

1. How many watches do you own?

2. When do you wear a watch?

3. Rate the importance of the following attributes, when you purchase a watch

4. Name watch brands that you can relate yourself with?

5. Do you own a fastrack watch?

13.

I am a watch lover, more than 5

Daily to school

(1)function - (8) price

DKNY, Tissot

Gifted by Reflects my attitude and Part wear watches someone special personality and Formal wear

14.

I have one watch, wear that everywhere

Daily to college (1)Design - (8) durability

Titan raga, timex

Yes I own one.

Just bought it myself

15.

I have one watch, wear that everywhere

Occasionally

CK, raga

Gifted by We don’t click together A semi-formal, someone special Semi-casual look may be

16.

I have more than 2 watches

Daily to college (1)design - (8) Water resistance

Fastrack, titan

I am hard core lover of this brand

17.

I have one or two watches but never really wear them

Whenever I feel (1)function - (8) Water like a studious resistance person

18.

More than 5 watches Whenever I feel (1)price - (8) availability like of promotion

Espirit, skagen

Not really I had earlier

19.

I just have one watch

I don’t like wearing watch

(1)price - (8) function

Fastrack , titan

20.

I have one watch, wear that everywhere

Occasionally

(1)Represents your Personality - (8) water resistant

21.

More than 2 watches Daily to work

22.

More than 2 watches I sleep with my watch

(1)price - (8) Function

-

6. What is common between you and fastrack watch?

8. How much are you ready to spend on a fastrack watch?

8. Age location

Insights

Rs. 2500 Rs. 3000

18 years Bangalore

Formal, style statement

22 years Jaipur

Price sensitive, design and durably, daily wear

Rs. 1000 Rs. 2000

23 years Delhi

Casual, formal

Reflects my attitude and Cost should be personality reduced

Rs. 1000 - Rs. 2000

20 years Kanpur

Price sensitive, brand loyalty

Randomly Reflects my attitude and Should be light stumbled upon it personality weight

Rs. 1000 - Rs. 2000

23 years Delhi

Light weight, personality reflection

Nothing common, just like another watch

Colors

7. What new look or anything new want to see in fastrack watch?

Decent pricing, daily Rs. 1000 - Rs. wear 2000

Should be less sporty More than Rs. 21 years and more girly 2000 Noida

Simple, less sporty, diminish interest in brand

Gifted by It reflects my attitude someone special and personality

More designs, Attractive dials

21 years Kanpur

Variety, reflects personality

Diesel, fastrack

Gifted by It reflects my attitude someone special and personality

MoreUnisexwatches, Rs. 1000 - Rs. light weight and 2000 daily wearable with all kinds of clothing

19 years Madurai

Unisex, daily wear

(1)Design - (8) Water resistance

Gucci, omega

No I don’t own it, will never buy it

Cant say much on Rs. 2500 - Rs. this! Since I don’t 3000 follow what has been in their collections previously

23 years Mumbai

International brands inclination

(1)design - (8) Water resistance

Fastrack

Gifted by Nothing common, just someone special like another watch

More leather straps variety

19 years Bangalore

Variety, brand loyalty

Nothing common, just like another watch

Rs. 1000 Rs. 2000

Rs. 2500 - Rs. 3000

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Annexure 2

3.2 Simple watch assembly

Mineralglass Case Crown Hourhand Minute hand Dial Movement Back Cover

Exploded view

Assembly view

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Classification of watches Watches are Broadly classified under the following categories : Based on Lifestyle Categories : • Everyday wear •Casual • Sports • Fashion • Elegant • Dress • Premium / Signature • Kids Based on Type of Movement : •Mechanical •Quartz-Analog •Automatic • Solar • Electro Luminescent • Digital • Ana - Digi Based on Function of the Watch : •Simple Function Watch 1. Plain 2 Hands 2. Plain 3 Hands 3. P3H + Day 4. P3H + Day and Date

•Multi-Function Watch 5. P3H + Day by hand 6. P3H + Offset Second Hand 7. Chronograph 8. Sun Moon Phase 9. Calendar 10. World Time 11. Dual Time 12. Alarm

Based on Shape : • Round • Shaped • Square • Rectangular • Tonneau • Oval • Diamond / Navette • Other Special Shapes Based on Material : • Steel • Brass • Plastic • Aluminum • Titanium • Bimetal • Gold Based on the Color : •White look – Stainless steel • Yellow – Gold plating • Bicolored Based on Water Resistance Characteristic • Water Resistant • Non Water Resistant • Sweat resistant / Dust proof • Divers Watch (with very High Water Resistance)

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Watch Parts Case assembly : It is an assembled unit consisting of various components, viz., Case center, Bezel Ring, Back Cover, Glass, Gasket etc. It protects the watch - movement from dust, moisture and shocks. It is also the most important part which is styled and determines the aesthetic quality of a watch.

Types of case Construction 2 piece construction

Case centre Back cover

3 piece construction

Bezel Ring

Multi piece construction

Bezel Ring Decorative Ring

Case centre

Case centre

Back cover

Back cover

Major components of a case assembly : Case centre : •It is a container to hold movement, Dial and Hands.

•The Glass and Gasket is assembled on to the Case Centre.

•The most common materials used for case center are Stainless Steel, Brass, Gold, Aluminum, Plastic, Titanium etc., •Different types of finishing and plating could be done to get different effects and color in addition to the primary function of protection

Back cover : • It is a component used to seal the bottom of the case center after assembling the Dial, Hands and Movement etc.

• This joint (Back Cover) facilitates replacement of the battery and repair of components inside.

•Depending on the type of fitting, Back covers are classified as Snap type(Press fit), Threaded type, Screw type(Using screws) Graduation Project 2013 | fastrack

Different types of lug Based on shapes Open

Single

Multi

Irregular

Glass types : Mineral glass, sapphire glass, acrylic crystal Based on cross section Flat glass

curved from one side

curved from two sides

spherical

domed

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Glass: Glass protects the Dial and Hands. The watch glasses are made out of Natural and Synthetic material. The classification and types could be as follows : • Material (Mineral , Sapphire , Acrylic) •Construction (Plain , Curved from one side , Curved from two sides) • Shape (Round , Square , Rectangle , Tonneau ) • Property (Scratch resistant , Hardened) •Metallization on Glass It is a coating done on the bottom side of the glass for decorative purposes.

Gasket (also called as I Gasket for Glass): Gasket for glass has the following purposes : • Secure the Glass firmly in the Case center or a Bezel Ring • Seal the joint at Case to ensure water resistance of the watch Materials generally used are Hytrel, Zytel, Arnitel, and Polyacetol. These are soft and elastic material which can be compressed to provide necessary holding strength as well as sealing the joint

Movement holder (also called as PMH ) : Generally, movement holder is made out of plastic material - Polyacetol or Duracon. The purpose is to • To secure the Movement with Dial inside the Case • Act as a Shock absorber in case of an accidental fall or when the watch is subjected to impact during normal wear Note : Some times, Movement holders are made out of metal depending on the design of the Case, and in a few cases , there is no need to have a movement holder since the movement (normally made out of Plastic ) itself acts as a movement holder.

Crown: Crown has the following dual functions : • Used to set time, alarm, date, day and date since it is fastened to the Hand setting stem of the movement.

•Styling element.

Crowns are made out of Brass, SS and other special materials like Titanium, Aluminium and some times in Plastic. Crowns are made in shapes like Round, Rectangle, Square, Depending on the requirement.

Case pipe : •Case pipe is a metal tube usually made out of Stainless steel material.

• This is fixed onto the case usually at the third hour of the watch by applying glue.

• This component allows the “Hand setting stem” of the Movement assembled onto the Crown to pass through the Case Dial: Dial is the “ face of the watch” Dial is made out of • Metal, mostly Brass • Plastic, depending on the construction Various types of printing, plating and finishes could be done on the surface to enhance the richness of the watch. Dials could be with or without Indices or a combination. Some of the special features of Dials are as follows : • Embossed pattern on the top surface • Ceramic finish • VGP (Vanish Gold Plating) • Electro formed

Note : Gasket material used for Glass joint is also used for Bezel Ring joint depending on the Case construction.

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Different types of back covers

Hook type

snap fit type

threaded type

screw type

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Hands:

Hands are normally made of Brass. The profiles are numerous and will go by the aesthetic requirement of the watch. Hands generally are used to indicate the following functions : • Hour, Minute and Second (time indication) • Chronograph • Day, Date and Alarm • Special functions Hands could be of following types : • Painted • Plated • With Luminous filling to show time in dark (at night) • Streak printed

Straps : Straps are used for Holding the watch on the wrist. Straps are of different types and as detailed below : • Leather Straps • Metal straps or Bands - Sheet metal straps - Solid link straps - Semi solid straps • Non metallic / Non Leather straps

Buckle :

• Buckle is a component which is mounted on the strap for locking the Watch on the wrist.

• Buckles are usually made out of Stainless steel, Aluminium, Plastic.

• Buckles vary in design.

Spring bar:

Leather strap : Leather straps could be classified as follows : •Material .E.g. Genuine leather, Fake Leather •Base Leather .Generally Goat and Cow leather • Upper leather E.g. Crocodile, Buffalo, Reptile .

Note : A thin layer of Goat / Cow leather is embossed by mechanical means to simulate various Animal skins • Construction. E.g.. Flat , Extra thick , Bombe , Padded • Profile . E.g. Boat tip , Regular , Slotted . It is the shape of the tip and the construction at the other end, which is attached to the Case.

•Spring bars are used for connecting the Strap to the Case and the Buckle to the strap • Spring bar is an assembly made out of three parts (The hollow tube, spring bar and collar ) • Spring bar is usually made out of Stainless steel material.

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Types of Buckle/ clasp:

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Metal straps (or) bands : Metal straps, as the name itself signifies are made of metals.

Metal straps are normally made out of materials like Stainless steel and Brass. Based on the construction, metal straps are classified as Sheet metal, Semi solid, Solid Link.

Sheet metal Straps : • Are made out of Stainless steel sheets.

• Normally used for low-end watches.

• Sheet metal straps which imitate Solid link straps are also popular.

Sold link Straps (Bracelets) : • Are made out of Solid material manufactured through processes such as Moulding, Forming, Extrusion.

• Solid link straps are normally made out of Stainless steel and Brass. But other metals like Titanium, Gold can also be used.

• These straps are normally used for high-end watches.

Other non metallic / non leather straps : • For Fashion category watches, Sporty watches, Kids watches. Non-metallic and Non-Leather straps are also being used.

• The materials used are Fabric, Rubber family (both Natural and Synthetic) and Polymers (Plastic) like PVC (Poly Vinyl Chloride), PU (Poly Urethane).

Clasp : • It is a component used to lock the two halves of the bracelet.

• Different types of clasps are in use based on the Bracelet Design and the styling requirements. Some of them are : - Butterfly type or Double Zee Clasp - Jewelry Type Clasp - Single Zee Clasp - Double Zee with Safety latch etc

Semisolid Straps : • Are made out of a combination of Sheet metal links and Solid links.

•Normally made out of Stainless steel and Brass.

•These straps are normally used for medium priced watches

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Types of pins:

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Movement (or) module

Here are two types of winding mechanisms ,

Movement is considered to be the heart of a Watch.

This is the unit responsible for the primary function of TIME KEEPING. In addition, other functions like Date, Day and Date, Chrono etc. Are determined by this unit.

-Unidirectional winding – Winding of the Main spring takes place only in one direction of the rotation of the oscillating weight

Movements are generally classified under the following categories.

Based on Working Principle : Mechanical movements : Movement which is driven by mechanical power ( I.e. Main spring to store the energy generated by hand winding / wrist motion and drive gear mechanism ) is called as mechanical movement.

There are primarily two types of mechanical movements.

•Hand wound : Hand wound movement requires periodical winding of hand setting stem , which in turn winds the Main spring to drive the gear train.

•Automatic : movement does not require the above since it has an oscillating weight which rotates due to wrist movement of the wearer and in turn, winds the Main spring to drive the gear train.

-Bidirectional winding – Winding of the Main spring take place in both the directions of the rotation of the oscillating weight.

Quartz movements : Movement which uses “ IC and Quartz crystal “ to transform the electrical energy generated by the battery for the Time keeping function is called as Quartz movement. Quartz movements are classified based on the display mechanism.

•Analog- Display by conventional Dial and Hands •Digital - Display by LCD / LED •Ana Digi- Prime display by Analog and Secondary display by Digital •Digi Ana- Prime display by Digital and Secondary display by Analog In addition to the above Display mechanisms, Quartz movements could have sub categories like Solar, Electro luminescent,etc depending on the prime mover and the display technology used

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Quality parameters • ISO (International Standards Organization) is an international body governing all the industries for establishing Standard norms, inspection and testing methods.

• NIHS (Normes De Industrie Horologere, Suisse) is a Swiss body governing the Swiss Horology Industry for establishing Standard norms, specification, inspection and testing methods.

• Similar to above, DIN represents German standards, JIS, the Japanese standards and BIS, the Indian Standards.

In situations where totally new concepts are being introduced, third party certification is also done.

Normally, Third party certification is done by Swiss agencies.

Parameters : • Visual aspects - Scratches, Dents, Stains, Cloudiness on the surface of appearance parts like Case, Bracelet, Dial, Hands, Crowns.

- Finish on the components.

- Color of Plating / Coating.

Parameters : To ensure the overall quality and reliability of the Watch, tests are conducted on the complete Watch as well as on individual components. Quality parameters are broadly classified under Visual Parameters and Functional parameters. The visual and functional parameters are checked both during the Sample stage as well as in the Bulk. Certification for Reliability aspects is mandatory whenever a new concept / mechanism is introduced.

The components are checked and certified for quality by a single agency or by a committee.

Certification for the Watch is done by an Apex committeecomprisingofpersonnelfromDesignand Development, Manufacturing, Quality / Customer Assurance.

• Functional aspects - Correctness of Hand setting mechanism (i.e., pulling and pushing of the stem, smooth rotation of Crown) - Correctness of Time setting, Date change, Day change - Fitting condition of joints like Glass, Back cover, Case pipe, Case to Strap/Bracelet and Bracelet’s linking mechanism.

- Clasping and De-clasping of the Buckle/Clasp to ensure easy wearing and removal of strap.

• Reliability aspects - Correct time keeping even under abnormal conditions(suddenchangeintemperature,exposure to magnetic field, vibration) - Plating characteristics (adhesion, peel off, wear off .)

Inspection, testing and reliability : • All new models being introduced for the 1st time are certified for “ Fitness of the Design to deliver reliable performance and desired purpose “ by the committee. This involves checking for various quality aspects as overall product and the process is termed as “Product Certification”.

Quality Audit – Outgoing watches : -The watches from the warehouse are periodically inspected. This audit is not only confined to the warehouse within the factory.

It is also conducted at Carrying and forwarding agent’s(CFA) place.

-Periodical reports are published furnishing the de-merit score for the defects.

-Corrective actions are taken accordingly.

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Watch assembly •On receipt of goods at TIL ,they are taken-up for Watch assembly which comprises of three stages : • Module assembly is part of assembly group. The components produced inhouse are assembled and stored for watch assembly, depending on the watch assembly production plan.

• Depending on the Product specification and Cost parameters , Modules are procured from other renowned Module manufacturers world wide and used in assembly of TIL watches.

•Following are the important stages of Watch assembly.

(A) Casing (B) Running Test (C) Strapping and Boxing (A) Casing : • Casing is an operation of putting together all the parts viz., Module fitted with Dial , Hands , Crown assembled to Hand setting Stem in to Case and the Back cover is closed . Watch in this form is called Watch head.

•The finished watches are checked 100 % for Water Resistance, Aesthetic and Functional parameters.

(B) Running Test : •This is also called as RT. Watch Heads are kept in oven for 24 hours, in Dial-up and Dial-down position. The temperature of the oven is maintained at + 50 and – 5 degrees Celsius during the cycle .

(C) Strapping and Packing : •Subsequent to Running test, watches are takenup for assembling the straps.

•During strapping, the watches are checked for Strap fitment condition, Aesthetic and functional aspects.

•After the straps are assembled, the watches are packed in a box. Guarantee cards and instruction manuals are placed by the side and deposited to stores.

•The watches are moved to ware house and subsequentlytorespectiveCarryingandForwarding agents for distribution to Sales network.

Product launch / market feedback corrective action

and

• The finished watches are dispatched to various locations and through the Sales network will reach the customers.

• The quality performance of the product is monitored for a period of 12 months. Any quality related issues noticed in the market is immediately taken into consideration and remedial measures are implemented. The remedial measures are classified into Short term and Long term.

• Short term measures involve immediate replacement of the defective component with a good component and the modification required is updated in the respective drawings to ensure actions for subsequent production.

• Long-term measures involve finding out the cause of failure and making necessary changes in Design if any, implementing the change in further lots of production. This is taken as a Product Modification and gets in to New Product Development cycle, where in all the parameters are rechecked and re-certified.

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Annexure 3 Digital movement/ module • 2 types of movements available – positive and negative display •Positive display – White back ground with black digits • Negative display – Black back ground with silver digits • Functions – Local time, calendar & world time for 25 time zones • No back light or alarm function • Battery – CR2016 (6 years at a consumption of 1.70 µ amps max, capacity - 90 mah) •No screws used for movement

Handling instructions LCD is composed of glass and polarizer. Pay attention to the following items when handling.

Keep theTemperature within the specified range for use and storage •Do not leave them for mare than: 168 Hrs. At 40 °C Should not keep for more than 48 Hrs. At –0 °C •Polarization degradation, bubble generation or polarizer peel-off may occur with high temperature and Humidity •Do not touch, push or rub the exposed polarizers with anything harder than an HB pencil lead.

•N-hexane is recommended for cleaning the adhesives used to attach front/rear polarizers and reflectors made of organic substances, which will be damaged by such chemicals as acetone, toluene, ethanol and isopropyl alcohol.

•When the display surface become dusty, wipe gently with absorbent cotton or other soft material like chamois soaked in petroleum benzene. Do not scrub hard to avoid damaging the display fading.

•Wipe off saliva or water drops immediately.

Contact with water over a long period of time may cause deformation or color fading.

•Avoid contacting oil and fats.

•Do not put or attach anything on the display area to avoid leaving marks on it.

•Do not touch the display with bare hands. This will stain the display area and degrade insulation between terminals.

•As glass is fragile, it tends to become chipped during handling especially on the edges. Please avoid dropping or jarring.

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LCDPanel

Digital watch exploded View LCD Housing

Zebra connector

Battery housing

ECB Negative Contact

Negative Contact Battery

Metal Mount

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Annexure 4 Eye wear parts

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Sunglass manufacturing Raw Materials

Sunglasses consist of a pair of light-filtering lenses and a frame to hold them in place.

The vast majority of lenses are made of colorized plastic, such as poly carbonate.

However, glass is still employed for high quality brands. The highest quality lenses are optically accurate and do not distort shapes and lines. These lenses, like camera lenses, are made from distortion-free ground and polished optical glass. The borosilicate glass used in these lenses is scratch resistant and is made impact resistant by tempering it with various chemical treatments.

Soluble organic dyes and metallic oxide pigments are added to the lens material to absorb or reflect light of certain frequencies. These additives must not distort colors excessively, however; for example, badly colored lenses may make it difficult to discern the correct color of traffic lights. Gray lenses produce the least distortion for most people, although amber and brown are good too. Blue and purple tend to distort too much color. The additives also should block at least part of the blue light which is part of the lower frequency UV rays. Brown or amber screen out blue light the best, but at the cost of some color distortion. Various chemical coatings which are added to the lens can enhance viewing by reducing reflection or screening out polarized light.

Sunglass frames are made from metal or plastic. Metal frames, particularly expensive ones, are often made of mixtures of nickel and other metals such as silver. These frames have precisely engineered features, such as sculpted and gimbaled nose-pads, durable hinges with self-locking screws, and flexible temples. Upscale manufacturers

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Raw Materials

Two key elements to consider regarding sunglasses design, fashion and function. In the last few decades sunglasses have become a high fashion item, and the current design process reflects this status. Upscale clothing designers, fragrance marketers, and sporting goods vendors custom-design sunglasses to promote their own specific image. By and large these design changes are not functional; they are intended to increase the fashion appeal of the glasses. Stylized frames, uniquely shaped lenses, and embossed logos are all part of this designer mystique. While some designs are considered “classic” and timeless, others must be continually updated to satisfy the public’s constantly changing tastes. The children’s sunglasses market is another area which requires frequent redesign, since the style of the glasses changes from season to season based on merchandising tie-ins with popular cartoon or other characters.

From a functional standpoint, sunglasses are designed specifically for a variety of outdoor activities. Sports enthusiasts have specific requirements that are reflected in sunglass design. For example, sunglasses designed for trap shooters are designed to provide maximum contrast to allow better viewing of their clay pigeon targets. On the other hand, sunglasses for skiers are designed to counter the light reflected of snow-covered surfaces.

Lenses of the this types are known as blue blockers, because they filter out violet, blue, and some UV rays. Fisherman and boaters have their own special needs that must be addressed as well. Today there are custom-designed sunglasses for these activities and many more.

Sunglasses can protect the eyes in several ways. The glasses can either absorb or reflect certain frequencies of light, for both reduce the amount of light that enters the eyes. The absorbing types use various substances that are added to the lens material to selectively absorb light of specific frequencies. This range of frequencies can be controlled by changing the mixture of colorizing additives. The strength of the absorption is controlled by adjusting the amount of additive. Reflecting lenses have multi-layer anti reflective coatings, consisting primarily of metallic particles. These metallic coatings reflect all colors of light and UV radiation equally well. There are reflective types with non-metallic coatings, which create a coloring effect. By varying the type and amount of colorant additive or coating, a large variety of lenses can be produced. The color of the finished lens indicates which portion of the visible spectrum is being transmitted. For example, if the lenses are dark yellowish, they absorb violet, blue, and probably some UV rays.

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The Manufacturing Process A special type of absorbing lens filters out polarized light. Light actually consists of

Lenses

two waves, one propagated in the horizontal plane and one in the vertical plane. When

1 Colorant can be added to lenses in two primary ways, either by adding color to the molten

light bounces off a flat surface, such as snow, roadways, or a shiny metallic objects, the

lens material before the lens is formed, or by chemically post-coating the finished lens to

Beyond the regulations that ensure the glass and plastic used in lenses is shat-

horizontal component is seen as glare. Polarized lenses are made using a special optical

achieve the desired hue. In the former method, the colorant additives are incorporated into

terproof, there is little governmental regulation of sunglasses. Labeling of the absor-

filter which absorbs the horizontal component of light and transmits only the vertical

the lens while the plastic or glass is at high temperatures and still liquefied. Soluble organic

bance rates of both types of UV light, UVA and UVB, is voluntary, but the American

dyes or metallic oxide pigments are added to plastic. Metallic oxide or metal particles are

National Standards Institute (ANSI) has established transmittance guidelines for

incorporated into glass.

general purpose and special lenses. According to these standards, general purpose

2 After the appropriate additives have been blended in, the molten plastic or glass is then

cosmetic lenses must block 70% of UVB, general purpose must block 95% of UVB and

cast into the general lens shape, or "puck." Inexpensive lenses are simple pucks that placed

most UVA light. Special purpose must block 99% of UVB.

component. As a result bright reflected light is eliminated and eye strain is reduced.

However, polarized lenses do not block UV light, so they require additional coatings or coloring agents to provide complete eye protection.

Quality Control

into frames. Expensive lenses are prepared in a manner similar to the method by which Another type of lens, the photo chromatic lens, contains silver salts like those used in

prescription lenses are made. First the appropriate lens puck is placed in a lensometer, an

To a large extent, the degree of quality control imposed on sunglasses manufacture

photographic film. These lenses darken out-doors and lighten indoors. In this way

instrument that is used to find the optical center of the blank.

is a function of the type of sunglasses. Inexpensive plastic models have little concern

3 The lens is then put in a curve generator, which grinds out the back of the lens according

with optical perfection; they may contain flaws which will distort the wearer's vision.

to the patient's prescription. An edge grinder then grinds the outer rim to its proper shape

On the other hand, expensive glass lenses strive for high optical quality and are

and puts a bevel on the edge, allowing the lens to fit properly into the frames.

checked accordingly. There are a variety of instrumental methods used to evaluate

4 Lenses may now be coated with an anti-reflective material. The post-coating method

distortion of the finished lens, but one simple test is to simply hold the glasses at

produces lenses that are more evenly coated regardless of the lens configuration. It also

arms' length and look at a straight line in the distance. Slowly move the lenses

allows for the coating to be removed and recoated after the lens is made. Such coating may

across the line. If the lens causes the line to sway or bend, the lenses are optically

be applied through a vacuum coating method, used to deposit an anti reflective layer on the

imperfect. For best results, look through the outer edges of the lens as well as the

lens surface to reduce internal reflections. This faint bluish coating is also commonly used

center.

on camera lenses and binoculars.

Frames

Byproducts/Waste

5 The finished lenses are now ready to be mounted in eyeglass frames. Frames are constructed to hold the lenses in place using either a tension mount or screw mount design. Tension

There are no particular byproducts resulting from sunglasses manufacture. Waste

mounting is typically used in plastic frames. In this type of frame, the dimensions of the

materials include plastic, glass, and metallic scrap from grinding the lenses and

lens opening on the front surface of the frame are somewhat smaller than the lens itself. In

making the frames.

this way the lenses can be pressed into their respective openings through the front edge of the frame without falling out its rear edge. A groove is formed in the periphery of each of the openings, and these mate with a ridge formed on the periphery of the respective left and right lenses. The plastic frame material permits sufficient stretching or elongation to allow the lenses to snap into these grooves.

6 Metal frames use a screw mount design because metal tends to deform easily and cannot hold the lenses as well. The metal structure of the frames has thin extruded sections that are bent into desired shapes. The frame structure surrounding the lens openings forms an open loop into which the lens is inserted. After the lens is inserted, the loop is closed by attaching a screw to the two open ends.

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