Swiss Made

In the world of watches, the term “Swiss made” has a cachet denoting quality and heritage, much like Swiss chocolate or Italian leather does. Switzerland has been the biggest producer of high-quality watches and watch components for over a century and has strict rules on the amount of components and labor that go into a watch from Swiss origin to be marked “Swiss made.” High-end Swiss brands had been raising their prices to command a more premium space and become more exclusive. Seeing this as an opportunity to close the gap and move Diesel Timeframes to a more premium space, this  design would test the customer’s acceptance of higher price points in single-movement watches while taking a jab at the Swiss watch establishment in true Diesel fashion. 
Only 555 pieces made.

Role: Creative direction, design, CMF, packaging.