Diesel SBA (Super Bad Ass)
Role: Creative direction, design, product development, design strategy, assortment planning.
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 jokingly nicknamed "Big Daddy" due to its size. The watch was successful and the nickname stuck, so 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.
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 jokingly nicknamed "Big Daddy" due to its size. The watch was successful and the nickname stuck, so 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.
The "Daddy" Series - Lil Daddy, Mini Daddy, Big Daddy 2.0
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Tactical design language continued from The "Daddy" Series
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