Concept work for a watch group

We were missing a fast-growing channel where younger buyers actually shop. The pitch identified the "Board Generation" and showed that over half of 12 to 24 year olds buy accessories like watches in surf, skate, and snow shops, where brands such as Nixon and G-Shock were already embedded. The diagnosis was direct: prior attempts lacked clear communication into this subculture, the emotion that once fueled success had shifted, and it was time to restore that "E Factor".

The solution was a purpose-built label, Crash, launched with a single, readable collection, two all-black models with a red mark, and a go-to-market that used the parent’s shared services for procurement, logistics, and movements while keeping product, marketing, and sales inside the Crash team. Distribution focused on specialty retailers, skate, snowboard, surf, and select urban outlets, backed by a high-profile athlete team to carry the culture. This balanced manufacturing credibility with authentic placement and voice from day one.

It mattered because this approach could move fast and profitably, acting as the company’s antenna in that sphere. The deck made the business case plain, leverage existing infrastructure to speed industrialization and service, penetrate unexploited points of sale, and win back lost consumers while generating internal momentum and buzz.

Approach

1. 1

   Define the Board Generation and the E Factor

2. 2

   Create a single readable starter collection, two black models with a red mark

3. 3

   Leverage parent shared services for speed and quality

4. 4

   Place in specialty doors where the buyer already shops

5. 5

   Back with an athlete team and authentic voice