dkny REINVENTION
Relaunch of DKNY Watches
Design Direction/Design Strategy
In the Spring of 2015 the DKNY watch collection was relaunched globally as part of a reinvention strategy rolled out by parent company, LVMH.
DKNY brand had strayed from its roots since its founding in the 90s and was over-skued and over-distributed. Under the new ownership and leadership of LVMH, DKNY was restructured to revamp business across all categories. LVMH assembled and tasked a new creative team comprising star designers Dao-yi Chow, Maxwell Osborne and Hector Muelas with the reinvention.
The brand strategy was to revamp DKNY branding and aesthetic. Bringing it back to its working girl roots in New York city. I partnered closely with DKNY creative team on product design strategy. We created iconic hardware utilizing the new brand codes. Cleaned up the line of tired old styles and introduced new watch designs to appeal to a younger, on trend customer.
Our marquee MINETTA watch was selected by WatchPro Magazine as Womens Fashion Watch of the Year in 2016.
