Tommy Bahama FW14 Men's Relaunch

Two weeks after joining the Geneva Watch Group team I suggested a complete overhaul of Tommy Bahama's watch category. I developed a completely new strategy that would reset the designs. This strategy included a major shift in retail price, change in our target demographic and design aesthetic. I created the ground up approach around 3 key categories shared across men's and ladies designs, those categories are Air, Land and Sea.

Here you can see a snapshot of the process from sketches to Illustrator and then final production. The Relaunch was a great success and we have seen 40% increases overall when compared to LY.

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Kenneth J Perkins
Senior Watch Designer at Geneva Watch Group New York, NY