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CIGA Design is a Chinese brand born with the intent to redefine the wristwatch as a fashion accessory. The success of CIGA Design’s Z and Zen Karesansui Series, the million-dollar launch of X-Series and U-Series, and the most recent X-Series Machina have paved the way for embedding refined materials into original designs able to engage the younger generations with their fresh style and sophisticated uniqueness.
The most challenging aspect of the entire project lies in the unique product positioning of X Series Machina. As a sequel to the popular X Series, its product design maintains the iconic style but introduces a striking departure in candy colors with a jellish texture. The target audience also shifts dramatically to young females, distinct from the regular X Series clientele. How to effectively convey the unique aesthetic of X Series Machina——a blend of softness and hardness, high-tech materials and traditional mechanics, to precisely attract the new target demographic, posed the paramount challenge for this project.
Our solution revolves around showcasing X Series Machina’s not only a durable mechanical watch, but also a versatile fashion item. We invited two young female models with contrasting styles, jointly interpreting the multifaceted charm of X Series Machina in various scenarios, encompassing day & night, indoor & outdoor, urban & wilderness, dynamic & static. Additionally, Infused with trendy fashion and street-style poses, we were able to bring the product closer to the target audience and spark their desire to own a piece with a resounding “That’s so cool, I want one too!”
