TIMEX retrograde series
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watch series for TIMEX

The TIMEX retrograde series was intended to leverage the equity TIMEX had in its IRONMAN sports line into the fashion side of the product line. By staying true to a sports fashion look we were able to create a series of products for men and women who might nor0mally only associate TIMEX with running watches or lower-end basic style analog watches.

One of the major successes of this line was that the bold hits color color played into a series of television spots TARGET was running at the time (Hello Good Buy) and as such, this product was used in one of these nationally run ads. This was a turning point in the awareness of TIMEX as a potential fashion brand and really helped create momentum in that side of the business.
story board for initial review showing inspiration and overall feel of product series
second round of concepting showing concept sketch and 2D comp of case and dial
final product as shot for print ad...this product would go on to be featured in a national television ad by TARGET.
ladies' style concept board
final production version of ladies' product
catalog shot
black IP case with gold topring added as a later SKU