With strong watch design experience under my belt, it was exciting to re-visit the category for Electric. Electric has a history in sunglasses and performance snow goggles, but wanted to refresh their brand presence. As a part of this effort, Electric looked to us at Astro to help them introduce their first line of watches.

I led a charge to create a unique product position and worked with Anh Nguyen and Dana Krieger to design the brand's first three watches. Additionally, I defined color for the base layer black/silver models across each of the three watches and made suggestions for seasonal fall / winter 2013 colorways.

Design Fall 2012. Release Fall 2013.

Design Direction. Dana Krieger. Astro Studios, San Francisco, CA.

Lead Design. David Whetstone and Anh Nguyen. Astro Studios, San Francisco, CA.

Photography, Electric California.

For this first line of watches for Electric, we looked to create classic inspired pieces that introduced modern sculpting, detailing, and material interaction. All watches feature details inspired by leading tactical accessories and modern apparel pieces.

For this first line of watches for Electric, we looked to create classic inspired pieces that introduced modern sculpting, detailing, and material interaction. All watches feature details inspired by leading tactical accessories and modern apparel pieces.

DW01. Inspired by classic dive watches, DW01 is designed to withstand missions down to 300M below sea level. PU, canvas, and stainless steel band options were all designed to extend the DW01's bold visual language. Designed with metal bracelet, nylon strap, and PU strap with metal insert SKU options.

DW01. Inspired by classic dive watches, DW01 is designed to withstand missions down to 300M below sea level. PU, canvas, and stainless steel band options were all designed to extend the DW01's bold visual language. Designed with metal bracelet, nylon strap, and PU strap with metal insert SKU options.

FW02. A heavy duty piece for every-day expeditions, the FW02 is tough, capable, and refined. PU, canvas, and stainless steel band options were all designed to extend the FW02's tough visual language. Designed with metal bracelet, nylon strap, and PU strap with metal insert SKU options.

FW02. A heavy duty piece for every-day expeditions, the FW02 is tough, capable, and refined. PU, canvas, and stainless steel band options were all designed to extend the FW02's tough visual language. Designed with metal bracelet, nylon strap, and PU strap with metal insert SKU options.

FW01. Designed as a daily-driver and updated take on classic field watches, the FW01 stays ready. A modern take on the nato strap with bonded reinforcement and a stainless steel band extends the FW01's simple visual language. Designed with metal bracelet and nylon nato strap SKU options.

FW01. Designed as a daily-driver and updated take on classic field watches, the FW01 stays ready. A modern take on the nato strap with bonded reinforcement and a stainless steel band extends the FW01's simple visual language. Designed with metal bracelet and nylon nato strap SKU options.

As a part of designing a collection of three watches, we defined the initial black and silver colorway. With black and silver as a standard for so many watch companies, I looked for ways to have a unique take on this option. Green luminous paint as indices, red accents on seconds hands and important chronograph hands, and bold white numerals brought a level of consideration and attitude to a standard black and silver option. We also created additional color options for the three watches. Below is a small selection.

As a part of designing a collection of three watches, we defined the initial black and silver colorway. With black and silver as a standard for so many watch companies, I looked for ways to have a unique take on this option. Green luminous paint as indices, red accents on seconds hands and important chronograph hands, and bold white numerals brought a level of consideration and attitude to a standard black and silver option.

We also created additional color options for the three watches. Below is a small selection.