Rashid based the Karim Rashid 'Kaj' on the premise of minimalism and its connection to sensuality. The watch boasts a polyurethane strap that maximizes comfort and flexibility.
Implications - While many consumers purchase fashion products or accessories based on their design, many still seek out items for functional uses. Minimalist accessories or fashion pieces that are both comfortable and functional will appeal to a large group of customers looking for simplicity and function. Thus, these minimalist designs will generate high profits amongst function-seeking consumers.