Fossil: ECLECTIC ARTISANS
Developing a women's watch collection
In collaboration with Fossil and SCAD jewelry, graphic and industrial design students, we created a six-piece watch collection for women's in Spring 2011. Fossil is an American vintage style watch and accessory company, they sell majority of their products internationally. The spending opportunity for Fossil outside of the US was a great opportunity that Fossil had not attempted to market to. The team specifically focused on cultural beauties within handcrafted products within the biggest markets Fossil sells at - Africa, Southeast Asia, and South America. The challenge was how do we combine the American vintage style with elements of other cultures.
We focused on the materials and techniques used in Southeast Asia, Africa, and South America. The materials ranges from metals to beads. The team was inspired by the colors, patterns, and history behind the artwork.
Julie is a world traveler appreciating different cultures through the art of handcrafting. She was born and raised in Austin, Texas, but now works for the Peace Corp in South Africa. As she discovers her eclectic person, she starts adding artisan touches to her vintage style. Julie is always on the look out to collect pieces, jewerly or art, that remind her of her travels.
Our team created hundreds of sketches and worked with materials native to the areas we were influenced by. We decided to call the collection Eclectic Artisans. We realized that Fossil needs to stay true to their roots yet highlight the beauty in crafting watches. We focused on using the following materials - Gold, Silver, Wood, Vegan Leather. By combining these materials, it showed the collaboration between handcrafted products with the iconic Fossil brand. As we created the collection, we focused on the new segment Fossil wanted to cater to the ambiguous woman. The collection has feminine characteristics but also uses qualities found in men's watches.
Two years after pitching to Fossil our collection, they were inspired enough to create a similar line called Me to We. A collaboration that celebrates and empowers female African artisans to end poverty in their communities—one beautiful beaded item at a time. The collection focuses on beaded work, metals, and leathers used in bracelets. After seeing this collection come to life, it truly showed that we were on the right track.