Watches for Nike

Migrating Brand DNA

The perception and positioning of a brand in the watch sector is an intricate and subtle affair. Understanding the building blocks of a brand DNA and how this can migrate into new territories is a vital ingredient of a brands growth. 

This project is a conceptual design study of how Nike’s brand and timing products could be expressed by entering a higher cost range in the watch market. 

Higher cost drives a reconsideration of functional and material value and the concept of performance. Fashion and elegance must also be embodied in solutions that could work on the track or mountain but hold equal value when worn as a fashion or dress item. 

Although a conceptual study, this project formed the foundation for later explorations and products introduced into the market by Nike observing the components of brand DNA migration established here.