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.

The Daddy Series

Tactical design language continued from The Daddy Series