Identifying how the watch market has split into two key segments, this being the smartwatch and the traditional fashionable watch. This means that customers tend to go for a smartwatch for health and fitness or they go for a traditional watch as a fashion accessory.
Investigating what it means for a business to offer an affordable watch as well as a luxury watch. The ideas were generated from finding out that customers preferred to customise their items and liked the option of a company offering a "higher range" and "lower range" of goods.
The final concept allows the user to flip the face of their watch from a traditional watch to a smartwatch. The purpose of the watch is to give the customer the ability to change the face/strap of their watch for different occasions, whether that be for sport, business meetings, casual wear etc., thus giving customers more choice.