Swatch Concept by Laurence Dawes
varkeychaya — January 24, 2007 — Fashion
References: yankodesign
Think of cool, ultrasimple and light watches and you should be thinking of Swatch. Swatch has come up with a concept watch called the Airtube. Breaking away from traditional analogue watches which Swatch is so famous for, the Airtube is digital watch based on a design similiar to the airtube which is used on bicycle pumps. The straps join together with the screw connector seen on bicycle pumps and the digits have an illusion of floating in air. Swatch has everyone waiting for the release of this hip looking watch which according to Yanko Design, "juxtaposes two existing products in a contemporary fashion to create a very sleek and minimal bracelet watch - aligning itself with a current trend in wristband fashion".
Trend Themes
1. Minimalist Watch - There is an opportunity for companies to explore creating watches with minimalist designs similar to the Airtube watch concept.
2. Digital Transformation in Watchmaking - Watchmaking companies can explore breaking away from traditional analogue watches and adopt digital designs to remain relevant in the market.
3. Wristband Fashion - The Airtube watch has aligned itself with a current trend in wristband fashion, indicating an opportunity for companies to combine fashion with functional watches.
Industry Implications
1. Watchmaking - There is an opportunity for watchmaking companies to explore digital transformation and minimalist designs in their products.
2. Fashion - The Airtube watch aligns with current trends in wristband fashion, indicating an opportunity for fashion companies to collaborate with watchmaking companies to create stylish watches.
3. Sports Equipment - Since the Airtube watch design is inspired by bicycle pumps, there is an opportunity for sports equipment companies to collaborate with watchmaking companies to create functional watches with sports-inspired designs.
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