Jose Figueroa - Brand/Design/Experiences
  • WORK
    • Focals
    • Tableau
    • Misfit Vapor
    • Misfit Flare
    • Misfit Phase
    • Footwear
    • Identity
    • Diesel Donna
    • Yin & Yang
    • Diesel SBA
    • Dyce
    • Swiss Made
    • Works of Heart
    • Sony-Ericsson
    • Karl Lagerfeld
    • 9 Suns
    • Modern Vintage
    • Sketching
  • About

Diesel SBA (Super Bad Ass)

The "Super Bad Ass" category of Diesel Timeframes is reserved for the most forward-thinking and expensive watches the brand produces, and its success started with one watch called "Big Daddy". I grew the concept into "The Daddy Series," an entire family that turned into a $50 million business at the time and at one point 25% of the brand’s watch sales. I permeated the rest of the category with the complex tactical and premium design language I had created, and this DNA can still be seen in new models today. The category became a big revenue generator.

Role: Creative direction, design, product development, design strategy, assortment planning.
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The Daddy Series
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Tactical design language continued from The Daddy Series
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© 2019 Jose Figueroa
  • WORK
    • Focals
    • Tableau
    • Misfit Vapor
    • Misfit Flare
    • Misfit Phase
    • Footwear
    • Identity
    • Diesel Donna
    • Yin & Yang
    • Diesel SBA
    • Dyce
    • Swiss Made
    • Works of Heart
    • Sony-Ericsson
    • Karl Lagerfeld
    • 9 Suns
    • Modern Vintage
    • Sketching
  • About