What?Watch

In 2013, I led product designers and creatives around the world to help What?Watch, a watch brand, reimagine traditional timekeeping. The winning execution (by artist Masashi Kawamura and 42Agency) features a 'stop' button to highlight life moments. It's a modern design that artfully juxtaposes the analog and digital realms.

The first image below is the the first sketch I did for the patterns concept, followed by the final design produced by Masashi.

For reference, these are some of the assets from the final distribution campaign and product, created and executed post my engagement, by the What?Watch team and its partners.