Mitchell Flitcraft
Shinola
Watch Project
A study and practice of creating a watch under the Shinola brand.
"We are a luxury design brand with an unwavering commitment to crafting products that are built to last - from timepieces to leather goods, jewelry to audio"
Sustainability in the Watch Industry
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"Watches are a luxury item, so by definition they aren't a necessity, so I absolutely expect the manufacturing process to have a strong focus on sustainability" - Adrian Barker
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Sustainability in the watch industry is not seen as a pressing matter, however it may play a bigger role in the upcoming future of the industry.
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The manufacturing process seems to be the first thing to come to mind when it comes to sustainability for watches, however, however some brands seem to be embracing the eco-friendly aspect.
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It is a responsibility that the consumer feels and is entirely personal. When selling such an emotional and personal product, you want to give consumers something they can genuinely feel good about.
Innovations
Built with Quality
- Built to last with heirloom quality
Recycled Materials
- Materials such as ocean plastics, ceramics, and textiles
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Better Materials
- Materials such as steel can be harmful with the manufacturing process giving off emissions
- Materials such as cork, wood, and textiles are renewable alternatives for non-mechanical parts
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Power Source
- Some brands have experimented with alternative power sources such as solar power
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Environmentally Friendly Auxiliaries
-Auxiliaries such as watch cases and packaging could be optimized
S.E.T. Factors
Social
- Watches are a social statement, and can be considered a "flex". Watches carry a value that transcends function, and crosses into a statement of wealth.
Economic
- The economic factor seems to be the most important factor when considering brand. A watch can sell for much more under its perceived value as long as it has a strong brand recognition behind it. This leads to watches being overpriced for what they are. Other brands try to capitalize on this fact. Brand recognition is key to deciding the economic factor for wrist watches.
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Technology
- Wrist watches can be separated into three categories, Analog, Digital, and Smart. I want to focus on an analog watch so the technology factor is more of an old-school vintage aesthetic. The technology within an analog watch is to not rely on digital technology.
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Jobs to be Done
The hobs associated with wrist watches revolve around the concept of keeping time. From the time of day, stop watch, or even a calendar / moon cycle. There are only so many jobs that can be completed using analog technology, and the more digital you get the more jobs can be completed. All watches however have the same basic core function of keeping time.
Innovation
Innovation with wrist watches comes in the form of an analog / digital hybrid. Including things such as bluetooth, sensors, GPS, and smartphone connectivity all while keeping the basic analog mechanics of the watch. Some of these features offer an incremental innovation, however the more digital features added the more disruptive the innovation becomes straying further from the vintage analog roots.
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Design Opportunities
- Use of more sustainable auxiliaries to supplement what can't be sacrificed in the watch's design.
- Use of recycled / repurposed materials
- Built to last with heirloom quality
- Not having any unnecessary features that would add to the footprint of the product
Design Responsibility
The responsibility of the watch industry to convert to more sustainable alternatives is contested. The theory is that watches are built to last long than a lifetime, therefore their impact is negligent to the environment.
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However watch brands seem to be incrementally innovating by replacing non-mechanical parts with more environmentally friendly materials. While this process may be slow and not widely accepted in the industry yet, the phasing out of encironemt harming materials seems to be becoming more common place.
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