SYNOPSIS

This project centers around a range of approaches that attempt to recraft the wristwatch proposition from a Titan point of view.

The process involved a deep study into the path dependence of watches, analysis of the Titan Brand, mapping of trends across industries, interpretations of where brands are headed and how users have evolved. A keen focus was devoted to understanding design language, along with other ways to break cycles of commodification in product design.

Leveraging the ability of design to serve business goals, a design-led effort chalks out a path to create new users for Titan watches. The move is focused on generating greater desirability and adoption among the current non consumers.

Working closely with the sales and marketing divisions of the company, the project explores the current product offerings from the eyes of a non consumer to be able to bridge the gap between core business efforts and new user segments.

Storytelling and sketch-notes were used as a tools in visioning and synthesis. A new foundational understanding of the brand has also been adapted to fit the storytelling business model of the company.

Design was tracked across different sectors to propose new ways to engage ‘Smart’ technology in use cases outside of monitoring, surveillance and fitness (areas that have been promoted by the likes of big insurance companies to create patients out of perfectly healthy people). Through this process, an attempt was made to deviate from core narrative of watches existing as objects of status, wealth, power, style and expression to being objects that allow for more elegant interactions and new symbiotic relationships.

The project ends with the release of a new line of Raga Watches targeted at a younger audience and the successful initiation of an in-house design effort to develop a design language for Titan’s wrist based products. This move attempts to harmonize different offerings within the Titan portfolio and differentiate from watches of the brand’s competitors.