adidas Originals launches its new watch collection that is designed for the Spring/Summer 2023 season. It highlights the unconventional design angle of the brand featuring a wide selection of timepieces from digital to chronograph and analog.
All of the looks are vibrant and exude youthful energy whilst also tapping into street culture through different design references. Of all of the watches, the Expression One model has a pared-back look and is true to the design language of the brand. It has a 44mm case that is made from recycled stainless steel as well as mineral crystals -- it comes in gold metallic with black or a mineral green with matte gunmetal. The rest of the capsule features the City Tech Two and the Retro Pop Digital.
Expansive Sporty Spring Timepieces
adidas Originals Presents the SS23 Watch Collection
Trend Themes
1. Youthful Watch Design - There is an opportunity for disruption in the watch industry through unconventional and vibrant design aimed at younger demographics.
2. Sustainability in Watchmaking - Using recycled materials and sustainable practices can set a brand apart in the highly competitive watch industry, as demonstrated by the Expression One model in the adidas Originals SS23 collection.
3. Digital and Analog Hybrid Timepieces - The Retro Pop Digital watch in the adidas Originals SS23 collection is an example of the growing trend of watches that incorporate both digital and analog features, offering consumers the best of both worlds.
Industry Implications
1. Fashion Watch Industry - Watchmakers can set themselves apart in the fashion industry by offering Spring/Summer collections that are vibrant, edgy, and exude youthful energy.
2. Sustainable Watchmaking Industry - There is a growing demand for eco-friendly and sustainable watches, creating opportunities for watchmakers that prioritize sustainable practices and materials in their production processes.
3. Smartwatch Industry - Hybrid digital-analog watches like the Retro Pop Digital are part of the larger trend of smartwatches that offer consumers more functionality than traditional watches and have a growing market share in the watch industry.