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Innovative Design Approach in Watch Industry: A Case Study of TokyoFlash Japan
Technology Category
- Networks & Connectivity - Bluetooth
- Wearables - Watches, Gloves & Wrist Computers
Applicable Industries
- Electronics
- Glass
Applicable Functions
- Product Research & Development
- Sales & Marketing
The Challenge
TokyoFlash Japan, a leading designer and seller of unique wristwatches, faced the challenge of designing unique and stylish wristwatches that would appeal to their target audience. The company's design philosophy is to create watches that are not only unique but also fashionable. The designers at TokyoFlash believe in working on wild projects and their mantra is 'the crazier, the better'. However, the challenge was to bring these wild and crazy ideas to life and present them to the target audience in a way that they could visualize and appreciate the designs.
About The Customer
TokyoFlash Japan was established in 2000 in Tokyo and has since grown into a world leader for the design and sales of unique watches. The company's products are featured in many world-famous magazines, newspapers, television shows, and top technology blogs, as well as shopping venues like the Museum of Modern Art (MoMA) New York and colette France. TokyoFlash's target audience is lovers of Japanese wristwears who are looking for unique designs that they cannot get from anywhere else. The company's design philosophy is to create watches that are unique and fashionable, and they believe in working on wild projects with the mantra 'the crazier, the better'.
The Solution
TokyoFlash adopted solidThinking Evolve to explore different design concepts and reduce the product development process. This tool allowed the designers to play around in total freedom, changing the radius to see how it blends into a strap, adding a curve to flat glass, or a bevel, and experimenting with materials in the rendering process. This approach inspired the use of materials in non-traditional places. Furthermore, TokyoFlash used the company blog to interact with their market audiences by showcasing new concept designs from the early ideation phase. The feedback from readers was noted and taken into consideration in the product development process. The most interesting concept designs were then put into production.
Operational Impact
Quantitative Benefit
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