# Frosted Wristwatches The Nooka and Deviant Design Group Watch is Luxe Streetwear By Ryan Hinkson | Published 2010-05-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nooka-and-deviant-design-group-watch References: [highsnobiety](http://www.highsnobiety.com/news/2010/05/01/nooka-x-deviant-design-group-watches/) & [sneakhype](http://sneakhype.com/watches/2010/05/nooka-x-deviant-design-group-diamond-encrusted-watches.html) The Nooka and Deviant Design Group watch is the latest offering in a slew of [luxe streetwear brand mash-ups](https://www.trendhunter.com/trends/marni-x-gshock-gmds5610ma7er). But beware--these custom, blinged-out wristwatches could blind you if you aren't careful. With faces covered in [gold and diamonds](https://www.trendhunter.com/trends/reine-de-naples), along with various other precious stones, these are definite attention-getters. The coolest part of the Nooka and Deviant Design Group watch collaboration is that the watches are [custom made](https://www.trendhunter.com/trends/nivada-grenchen-timepieces) so you decide just how icy you want you wrist to be. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 15% | Activity: 49% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Watches](https://www.trendhunter.com/watches) ## Key Themes ### What's Driving This Trend - **Luxury Streetwear Watch Collaboration:** Collaborating with luxury streetwear brands to create custom watches blinged-out with gold and diamonds presents an opportunity for disruptive innovation in the luxury accessories industry. - **Customizable Bling Watch:** Creating customizable watches with bling options such as gold and diamonds can disrupt the market for customized jewelry and watches. - **Icy Timepieces:** Creating watches with precious stones and elements that reflect luxury and prestige opens up an opportunity for disruptive innovation in the luxury accessories market. ### Who This Affects Most - **Luxury Accessories:** The luxury accessories industry can benefit from partnering with streetwear brands to create attention-grabbing and customized pieces. - **Jewelry:** Creating watches with precious stones and custom elements presents an opportunity to disrupt the market for customized jewelry and watches. - **Fashion:** The fashion industry can explore collaborations with watchmakers to create custom luxury accessories that reflect the current trends and aesthetics of fashion. ## Related on Trend Hunter - [Slick Smart Watch Cases](https://www.trendhunter.com/trends/golden-concept-x-blvck-paris.md) - [Golden Luxe Digital Watches](https://www.trendhunter.com/trends/mm6-maison-margiela-x-timex.md) - [Diamond Smartwatch Cases](https://www.trendhunter.com/trends/golden-concept-1.md) - [Elegant Collaborative Wristwatches](https://www.trendhunter.com/trends/moon-phase-watch.md) - [Luxe Mechanical Watches](https://www.trendhunter.com/trends/lvdb03-louis-varius-project.md) - [Collaborative Fashion-Centric Patterned Watches](https://www.trendhunter.com/trends/gmds5610ma7er.md) - [Co-Branded Maximalist Timepieces](https://www.trendhunter.com/trends/marni-x-gshock-gmds5610ma7er.md) - [Stealthy Collaboration Timepieces](https://www.trendhunter.com/trends/undefeated-x-gshock-dwe5600.md) - [Hip 90s Ski Watches](https://www.trendhunter.com/trends/snow-beach-bear-watch.md)