Presentation of data collection for watch

1. DESIGN PROJECT FOR FASHION ACCESSORIES
Art Deco
Watch
Corporate

2. BRIEF
To design collection of watches inspired by Art Deco
REDEFINED BRIEF
ProductWatch
ThemeArt Deco
Target MarketGeographicAsia and Europe
DemographicGenderMale, female
Age25-35
Occupation- Corporate
Psychographics - Status seekers, Values time, urban
BehavioursConsistent updated and web users
LifestyleFast lane
MoodFormal

3. ART DECO
•Art Deco is an eclectic artistic and design
style that began in Paris in the 1920s and
flourished internationally throughout the
1930s and into the World War II era.
•The term art deco was employed in 1968
•Collaboration between artists of avant
grade and designers.
•The style influenced all areas of design,
including architecture and interior
design, industrial design, fashion and jewelry,
as well as the visual arts such as
painting, graphic arts and film.

4. COLOURS
Art Deco era color palettes feature primarily cool
colors. The overall tone of most of these color
palettes is cooler, more metallic than the warm
palettes of previous decades.

5. SOURCES AND INFLUENCES
The structure of
art deco is based
on
mathematical geom
etric shapes. Art
deco
displayed
stylized motifs and
shapes
borrowed
from
traditions, folk and
ancient
cultures
and was strongly
influenced by art
of avant grade.
Details of ancient dress fabric.
Source- Art, Goût, Beauté: Feuillets
d`Élégance Feminine", English
edition; published by Éditions
d'Art, printed by Imprimerie Spéciale
des Succrs. d'Albert Godde, Bedin et
Cie.; Paris, France, 1921–33.
Hand beaded Lurex jacket
with Egyption motifs
Source- Paris, France, 1922-25.
Museum no. T.91-1999

6. Art-deco design influences were
expressed in the crystalline and
faceted forms of
decorative Cubism and Futurism.
Other popular themes of art
deco were
• trapezoidal
• zigzagged
• Geometric
• jumbled shapes
Sourcehttp://www.scribd.co
m/doc/14015135/ArtDeco-History-andModern-Influence

7. DESIGNERS OF ART DECO
PAUL POIRET
The first fashion designer to embrace the ethos of Art Deco.
The sources of his inspiration were innumerable, ranging
from western historical styles to folk traditions and from
avant grade art to ancient cultures.

8. CASSANDRE
Cassandre was one of the great poster designer of the
20th Century.
Cassandre’s
illustrations
helped romanticize the
appeal of the motor
car, locomotive and ocean
liner.
Often reduced subjects to
silhouettes
and
geometric
shapes. Believed in total
integration of word and image.
Data Sourcehttp://arthistory.knoji.com/cassandre-art-deco-poster-designer/
Image Sourcehttp://www.artyfactory.com/art_appreciation/graphic_designers/cassandre.htm

9. ACCESSORIES
1930’s French Mahogany
velvet chair
Art deco
1920’s Watch
Art deco enameled
1930’s nechpiece
Art deco bag

10. PAINTINGS

11. ARCHITECTURE
1920s Toronto
Sourcehttp://lookupl
ookaround.w
ordpress.com
The art deco
spire of the
Chrysler
Building
in
New
York
City,
built
1928–1930
Sourcewww.wikipedia.
com
Cinema building
inspired by Art
Deco.
Art
Deco
architectur
e
Sourcewww.londonfootprints.co.
u
Sourcewww.wikiped
ia.com

12. WATCH
A watch is a timepiece, typically worn either on the
wrist or attached on a chain and carried in a pocket.
Watches evolved in the 17th century from spring
powered clocks, which appeared in the 15th century.
Wristlets, as they
were called, were
reserved
for
women,
and
considered more of
a passing fad than
a
serious
timepiece.

13. In the nineteenth century, when soldiers discovered their
usefulness during wartime situations. Pocket watches
were clumsy to carry and thus difficult to operate while in
combat. Therefore, soldiers fitted them into primitive
“cupped” leather straps so they could be worn on the
wrist.
Lowly wristwatch, first adopted by military officers
in the 1880s to replace awkward pocket watches.

14. In 1906, the evolution
of wristlets took an
even bigger step with
the invention of the
expandable
flexible
bracelet, as well as the
introduction of wire
loops.
After the Great
War, many soldiers
returned home with
watches so commen
men accepted and
started wearing it.

15. In the 1920s, better sealed cases were
developed, including ones that were considered
as water and dust proof.
Shock resistant
balance mechanisms were developed.
1920’s watch with sealed case

16. INFLUENCE OF ART DECO ON
WATCH
IN THE 1920S watches were
swept away by the
new
geometrics that were also
explored by Coco Chanel,
the Chrysler building, Tamara
de Lempicka.

17. MECHANISM OF WATCH
Tang Buckle
Fold over clasp
Double locking clasp
Fold over clasp with push
button

18. CORPORATES
Consumers driven by knowledge and principles are
motivated primarily by ideals. These consumers
include groups called Thinkers and Believers.
ATTRIBUTES
• Mature
• Responsible
• Active
• Updated
• Decent yet Eye catchy products they buy.
• Contemporary

19. BRAINSTORMING
Cubis
m
Bright
and
intense
Colour
s
Fonts
Shape
s
Simplifi
ed
forms Integra
tion of
image
and
words
Geome
tric
forms
Trapez
oidal
shapes
Jazzy
Zig zag
lines
ART
DECO
Stretch
ed
images

21. PRIMARY DATA
Research plan
Data source:
Primary data
Research approaches:
Survey has been conducted to gather
the primary data.
Research instrument:
Questionnaire
Sample size- 52
26 men and 26 female

22. Synthesis of primary data
Q1. You prefer watch as?
45.%
40.%
35.%
30.%
25.%
20.%
15.%
10.%
5.%
0.%
45%
40%
35%
25%
30%
25%
Male
Female
Accessory
Fashion
statement
Necessity
In this question it is observed that the product watch is looked after
as a necessity over an accessory and fashion statement. Although
there is not much difference between the percentages still watch is
seen as a necessity in case of both males and females.

23. Q2. Price range of watch you want to buy?
70.%
60.%
50.%
40.%
30.%
20.%
10.%
0.%
65%
44%
33%
Male
19%
8% 5%
Below
10,000
10,000 – 25,000 –
25,000
80,000
11%
5%
Female
Price
doesn’t
matter
Observation
Through the survey it is seen that 44% men and 19% women from
corporate sector purchase watches between the price ranges of 10,00025,000 and 33% men and 65% women prefer to purchase watches of
range below Rs 10,000. Very few want to purchase above Rs 25,000 and
in case of 5% men and 11% women price of watch doesn’t matter.

24. Q3. Do you know about Art deco?
68%
70.%
65%
60.%
50.%
40.%
35%
32%
Male
Female
30.%
20.%
10.%
0.%
Yes
No
It is observed that 68% corporate women and 35% men knew about art
deco while 65% men from corporate sector are not aware of it. People
who have some knowledge regarding art deco are interested to purchase
a watch inspired by art deco style, on an average 50% people would like
to try art deco style.

25. Q5. Do you prefer a cell phone over your watch
for referring time?
66%
70.%
60%
60.%
50.%
40.%
40%
34%
Male
Female
30.%
20.%
10.%
0.%
Yes
No
More than 60% people do prefer watch while 40% men and 34% women
prefer cell phones over watch. This shows that the demand for the watch
is prevailing more in the market.

26. Q6. What features do you consider while
purchasing a watch? (Answers can be more than
one option)
70.%
60.%
50.%
40.%
30.%
20.%
10.%
0.%
64%
26%
25%
16%
8%
32%
28%
23%
7%8%
Male
Female
While purchasing a watch people go for design over all other features
while next is for quality, thereby ignoring price which is just at 9% for men
while 16 % for female. Warranty is at its minimum and brand image is a
bit higher as compared to it. All this depicts that design and quality are
the most important features for corporate clients

27. Q7. Which brand of watch you are currently
using?
Observation
Most of the corporate men wear Titan watches followed by Tag
Heur, Rado while female corporates have Titan, Sonata and Rolex
watch.

28. Q8. What motivated you to make your purchase?
44%
Self decision
60%
25%
20%
Friends/ Family
Banners
3%
0%
Female
Male
14%
10%
Electronic media
11%
10%
Newspaper
0.%
20.%
40.%
60.%
80.%
This shows that the buying decision of a watch is not much affected
by the promotional strategies of the company. In fact major 0f the
population rely on their own when they think of making a purchase
for a watch.

29. Q9. Which kind of watch movement you prefer?
59%
60.%
50.%
40%
40.%
30.%
20.%
35%
25%
25%
Male
Female
14%
10.%
0.%
Chronograph
Quartz
Automatic
Quartz watch is preferred by both men and women over chronograph and
automatic watch. Females with 59% percent buy quartz watch while there
is not much difference between the preference for chronograph and
automatic watch in case of men.

30. Q10. Display you prefer in watch?
70.%
60.%
61%
57%
43% 39%
50.%
40.%
Male
Female
30.%
20.%
10.%
0.%
Analog
Digital
It is observed that around 59% corporate prefer analog display in their
watch and find it more comfortable and rest 41% corporate find digital
display more comfortable.

31. Q11. Straps of which material you prefer?
59%
60.%
50.%
50%
41%
40.%
34%
26%
30.%
20.%
10.%
Male
Female
0%
0.%
Leather
straps
Metal bands
Rubber
watch band
It is observed that 59% men corporate prefer watches with metal bands
while 41% like leather straps while no corporate men liked watches rubber
watch band. In case of female corporate they prefer leather strap watches
over metal band by 16% and 26% women like watches with rubber watch
band.

32. Q12. Does publicity of watches affect your
buying decision?
70.%
65% 65%
60.%
50.%
35% 35%
40.%
30.%
Male
Female
20.%
10.%
0.%
Yes
No
In case of 65% men and women of corporate sector, publicity of watches
affect buying decision while rest remain unaffected by publicity of
watches.

33. Q13. How would you rate your watch on the basis
of following features? (Rank on a scale of 1-5)
50.%
50%
44%
40%
36%
40.%
30.%
20.%
10.%
12%
7%
4%
0
7%
0
Male
Female
0.%
Design has got the highest rating by 50% men and 44% women, and
then people gave the second priority to quality after which warranty
followed by colour is preferred, leaving price at the end.

34. Q14. Which type of wrist watch you like to wear?
Jewellery
Multifunctional
7%
12%
15%
Sports watch
8%
11%
Fashion watch
25%
11%
Classic/Standard
Female
Male
37%
27%
46%
0.% 10.% 20.% 30.% 40.% 50.%

35. BIBLIOGRAPHY
S.No
Information
Source
Visited on
1.
DesignerCassandre
http://gds.parkland.edu/g Oct 3 2012
ds/!lectures/history/1925/
artdeco.html
2.
Watch
http://en.wikipedia.org/wi
ki/Watch
Oct 3 2012
3.
Art Deco
www.pheebay.com
http://en.wikipedia.org/wi
ki/Art_Deco
Oct 3 2012
4.
Art Deco paintings
5.
Accessories
http://www.google.co.in/s Oct 4 2012
earch?q=art+deco+painti
ng
Oct 5 2012
Image sourcehttp://pinterest.com/myke
magyck/art-deco/

36. THANK YOU