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CONTENTS
WRISTWATCH TEARDOWN
PREFACE ACKNOWLEDGMENTS CONTENTS NATIONAL INSTITUTE OF DESIGN PRODUCT DESIGN TITAN COMPANY LIMITED SYNOPSIS TIMELINE INITIAL BRIEF 10 11 12 15 17 19 23 24 25 01 GROUND WORK
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WRISTWATCH TEARDOWN WATCH TERMINOLOGY WATCHCASE MATERIALS WRISTWATCH GENRES WATCH GROUPS & PRICE SPECTRUM CROSS-FERTILIZATION IN WATCHES TREND FORMULATION INNOVATION IN WRISTWATCHES 29 30 34 37 40 45 47 49 02 PATH DEPENDENCY
THE HISTORY OF TIMEKEEPING DEVICES 52 WRISTWATCH DESIGN EVOLUTION 57 INDIA’S RELATIONSHIP WITH WATCHES 62 INDIAN MICROBRANDS 64 WHERE ARE WATCHES GOING? 67
06 CREATING NEW USERS (PART I)
ADOPTION STRATEGY - RAGA RAGA USER - SHIFT IN DAILYWEAR
143 144 RAGA USER - CHANGING ATTITUDE 145 ATTRIBUTES: RAGA USER (EXTREMES) 146 ATTRIBUTES: RAGA USER (GAP) 147 RAGA - S.W.O.T ANALYSIS 148 S.W.O.T ANALYSIS 149 TREND - BRANDS, STORES 150 TREND - USERS 151 DESIGN - NEXT 152 DESIGN DIRECTION 153 CREATING NEW USERS (PART II)
ADOPTION PLAN & DESIGN STORY
155 MOODBOARD 157 IDEA DEVELOPMENT - KEY SKETCHES 159 IDEA DEVELOPMENT - QUICK PROTOTYPES 163 FINAL DESIGN 165 INTERCHANGEABLE BEZEL OPTIONS 171 FIRST MANUFACTURE DRAFT 175
07 WATCH DESIGN FUTURES
WATCH DESIGN FUTURES 181 STORYTELLING AS A VISIONING TOOL 185 DESIGN IS [...] 189 PRODUCT DIRECTIONS 193
03 TITAN’S DESIGN PRACTICE
TITAN WATCHES FOUNDING PHILOSOPHY 71 TITAN - USERS & NON-USERS 73 PRODUCT DIFFERENTIATION PARAMETERS 77 SUB BRANDS AND TARGET GROUPS 78 COMPETITIVE OVERLAPS OUTSIDE TITAN 84 COMPETITIVE OVERLAPS WITHIN TITAN 90 REFRAMED BRIEF 93
04 DEFINING TITAN WATCHES
TITAN AT CORE 97 SYNTHESIS FROM INTERNAL CONVERSATIONS 99 DEFINING BRAND FROM PARENT BRANDS 101 DEFINING BRAND USING JUNG’S ARCHETYPES 107 WHERE ARE COMPANIES HEADED? 113 DEFINING BRAND USING CORE METHOD 115 BRAND STORIES 117 05 DESIGN LANGUAGE
DESIGN LANGUAGE DESIGN LANGUAGE AT SCALE APPLICATION ON TITAN MANUFACTURING WATCH CONSTRUCTION AT TITAN TITAN CASE SHAPE VARIANTS SILHOUETTE, SURFACE & DETAIL
TAIL END
REFLECTIONS INFORMATION REFERENCES IMAGE REFERENCES 199 200 204 121 129 131 132 135 137 139
