REFRAMED BRIEF
A deep study into the world of watches reveals that the way in which the watch sector works is very unique and that an approach to design in this space would need to be thought of with respect to the path dependency that watches had developed through history.
To develop ‘just another product’ without knowing what business goal it would serve would be futile given the Titan context. Thus, the redefined brief was to develop a range of approaches that attempt to recraft the wristwatch value proposition from a Titan point of view.
From a Titan perspective, there was a sense of urgency in developing a strategy that would help differentiate Titan from its competitors and bring in younger consumers. At a brand level, Titan needed to be able to compete with Fashion brands and their perceived face value. At a product level, it needed to be able to be able to create differentiated products that were memorable to users. Technologically, it was challenged for bodily real estate space by giant tech companies who could very easily upskill to make smartwatches.
The project ends with the initiation of a full fledged design language project for Titan products, the release of a new Raga watch series and product development for a new genre of smart wearables.
Graduation Project | Titan Vision Next: Explorations in Recrafting the Watch Proposition | 93
