The document provides information for designing a watch collection inspired by the Art Deco style for target markets in Asia and Europe. It outlines the timeline for the project which includes secondary and primary research, storyboarding, and initial and final sketches. It then discusses the Art Deco movement, describing it as an eclectic style that began in Paris in the 1920s. It influences design across various areas including architecture, interior design, fashion, and more. The summary provides high-level context around the project scope and goals.

1. Design project for fashion accessories
BRIEF
To design collection of watches inspired by Art Deco
REDEFINE BRIEF
• Product-
Watch
• Theme-
Art Deco
• Target MarketGeographic-
Asia and Europe
DemographicGender-
Male, female
Age-
25-35
Occupation- Corporate
Psychographics - Status seekers, Values time, urban
Behavior-
Consistent updated and web users
Lifestyle-
Fast lane
Mood-
Formal

2. TIMELINE
S. No. Submission
Date
1
2
3
4
5
6th Oct
15th Oct
20th Oct
23st Oct
26th Oct
Data collection(secondary)
Data collection(primary)
Story board
Initial sketches
Final sketches
Signature

3. Art Deco is an eclectic artistic and design style that began in
Paris in the 1920s and flourished internationally throughout
the 1930s and into the World War II era. The term art deco
was employed for the first time in 1968 by the author Bevis
Hillier.
This period was characterized by a unique collaboration
between artists of avant grade and designers.
The emancipation of women and general liberalization that
prevailed in 1920s was central to the development of art deco
style.
The study of 1920’s fashion demonstrates how closely its
development was linked to that of art deco style.
The
style
influenced
all
areas
of
design,
including architecture and interior
design, industrial
design, fashion and jewelry, as well as the visual arts such as
painting, graphic arts and film.

4. SOURCES AND INFLUENCES
The structure of art deco is based on mathematical geometric shapes. It was
widely considered to be an eclectic form of elegant and stylish modernism,
being influenced by a variety of sources. Art deco displayed stylized motifs
and shapes borrowed from traditions, folk and ancient cultures and was
strongly influenced by art of avant grade.
Details of ancient dress fabric.
Source- Art, Goût, Beauté: Feuillets d`Élégance
Feminine", English edition; published by Éditions
d'Art, printed by Imprimerie Spéciale des Succrs.
d'Albert Godde, Bedin et Cie.; Paris, France, 1921–
33.
Hand beaded Lurex jacket with
Egyption motifs
Source- Paris, France, 1922-25. Museum no.
T.91-1999

5. Art-deco design influences were expressed in the crystalline and
faceted forms of decorative Cubism and Futurism. Other popular
themes of art deco were trapezoidal, zigzagged, geometric, and
jumbled shapes, which can be seen in many early works. Two great
examples of these themes and styles are in Detroit, Michigan
the Fisher Building and the Guardian Building
Source-
http://www.scribd.com/doc/14015135
/Art-Deco-History-and-ModernInfluence

6. DESIGNERS OF ART DECO
PAUL POIRET
The first fashion designer to embrace the ethos of Art Deco.
His artistic flair, coupled with his remarkable and highly individual cutting
skills, enabled him to translate the spirit of the period into revolutionary
garments
The sources of his inspiration were innumerable, ranging from western
historical styles to folk traditions and from avant grade art to ancient
cultures.

7. CASSANDRE
Cassandre was one of the great poster designer of the 20th Century. His real
name was Adolphe Mouran born in Ukraine in 1901 and at age of 22 he
started designing posters under name cassandre.
.
Cassandre’s
illustrations
helped romanticize the appeal
of the motor car, locomotive
and ocean liner.
Often reduced subjects to
silhouettes
and
geometric
shapes. Believed in total
integration of word and image.
Data Source-
http://arthistory.knoji.com/cassandre-art-deco-poster-designer/
Image Source-
http://www.artyfactory.com/art_appreciation/graphic_designers/
cassandre.htm

8. ACCESSORIES
Form is important in art deco interiors. Mirrors made of nickel,
chrome or silver are decorated with motifs of deer, peacocks, roses
and geometric shapes. Bronze sculptures are sleek covered with
coloured or pearl beads. Desk set of pen and pencil on a base are
streamlined in design. Door handles and candlesticks molded of
nickel, chrome, or silver have woodsy or chevron shapes. Frosted
glass or black and white marbles are used for vases.
Image source-
http://pinterest.co
m/mykemagyck/art
-deco/
1930’s French Mahogany velvet chair
1920’ s Accessories
1920’s Watch
Necklace

9. PAINTINGS

10. ARCHITECTURE
1920s Toronto
Cinema building inspired by Art Deco
The art deco inspire of the Chrysler Building
in New York City, built 1928–1930
Art Deco architecture

11. WATCH
A watch is a timepiece, typically worn either on the wrist or attached on a
chain and carried in a pocket. Wristwatches are the most common type of
watch used today. Watches evolved in the 17th century from spring
powered clocks, which appeared in the 15th century. The first watches were
strictly mechanical. As technology progressed, the mechanisms used to
measure time have, in some cases, been replaced by use of quartz vibrations
or electronic pulses. The first digital electronic watch was developed in
1970.
Wristlets, as they were called, were reserved for women, and considered
more of a passing fad than a serious timepiece. In fact, they were held in
such disdain that many a gentlemen were actually quoted to say they
“would sooner wear a skirt as wear a wristwatch”.
This all started to change in the nineteenth century, when soldiers
discovered their usefulness during wartime situations. Pocket watches were
clumsy to carry and thus difficult to operate while in combat. Therefore,
soldiers fitted them into primitive “cupped” leather straps so they could be
worn on the wrist, thereby freeing up their hands during battle. It is
believed that Girard-Perregaux equipped the German Imperial Naval with
similar pieces as early as the 1880s, which they wore on their wrists while
synchronizing naval attacks, and firing artillery.

12. Source-
http://www.retrothing.c
om/2007/06/wristlets_t
he_p.html
lowly wristwatch, first adopted by military officers in the 1880s to replace
awkward pocket watches.
In 1906, the evolution of wristlets took an even bigger step with the
invention of the expandable flexible bracelet, as well as the introduction of
wire loops (or lugs) soldered onto small, open-faced pocket watch cases,
allowing leather straps to be more easily attached. This aided their
adaptation for military use and thus marked a turning point in the
development of wristwatches for men.
After the Great War, many soldiers returned home with souvenir trench
watches—so named for the trench warfare in which they were used. When
these war heroes were seen wearing them, the public’s perception quickly

13. changed, and wristwatches were no longer deemed as feminine. After all,
no one would dare consider these brave men as being anything but.
The ensuing decades witnessed further evolution of the wristwatch. In the
1920s, better sealed cases were developed, including ones that were
considered as water and dust proof. Shock resistant balance mechanisms
were developed. Ultimately fragile glass crystals were replaced with new
acrylic-based plastic and later synthetic sapphire. Lug designs changed
from thin wire lugs to the horn-designs that we know today. Enamel dials,
which were subject to chipping and crazing, were changed to dials that were
silvered or otherwise treated. Movement complications were added to
wristwatch-size movements. And many designers, beyond only Cartier in
Paris, broke away from the classic round shape of pocket watches and used
rectangular, square and other shapes.
Over the next decade, watch companies slowly added additional models to
their catalogs.

14. 1920S – DESIGN INFLUENCE OF ART DECO
ON WATCH
IN THE 1920S watches were swept away by the new geometrics that
were also explored by Coco Chanel, the Chrysler building, Tamara de
Lempicka and the likes. Watch designers enjoyed a boom as men started
flaunting their timekeeping on the wrist rather than hiding it in their
pocket. The 1920s saw the birth of tonneau cases, reversos, cushion shaped
watches, large curved cases, exaggerated shapes, heavy hands, huge
numerals, exploding numerals and sunburst designs – influences still in
vogue. In some ladies watches from this era you can also see that heavy,
intricate organic Art Nouveau decorations still had a following, but now
often combined with more distinct case shapes.

15. MECHANISM OF WATCH
Tang Buckle
Like a leather belt buckle, this
traditional clasp is found on
many leather and other nonmetal straps.
Deployment Buckle or Invisible Double Locking Clasp
The Deployment Buckle or Invisible Double-Locking Clasp is also known as
the Hidden Deployment Buckle or Butterfly Clasp, because, when closed,
the clasp is essentially invisible and it opens symmetrically like a butterfly.
This is perhaps one of the most common clasps available and most
preferred by customers because the clasp is not a distraction from the
watch itself. The clasp is opened by pulling the joined ends of the bracelet
away from the wrist. These clasps also come on some of the leather and
other non-metal strapped watches.
Deployment Buckle with Push Button
The Deployment Buckle with Push-Button is
essentially the same as the Deployment Buckle in looks and function except
that its locking mechanism is released by two small buttons on each side of
the bracelet. It is advantageous because the locking mechanism cannot be

16. released by pressure on the bracelet, but only by pushing the buttons. This
reduces the likelihood that the watch will release the without the wearer
knowing it. These clasps also come on some of the leather and other nonmetal strapped watches.
Fold Over Clasp
The Fold Over Clasp collapses on
itself and locks via a pressure tab.
The clasp typically has several
micro adjustment holes (as seen
in the image) that can be used to
adjust the bracelet size by nonjewelers. In time, the pressure tab
often wears out and the clasp no
longer stays closed. This has led to the following three different
improvements on the Fold over concept.
Fold Over Clasp with Push Button
This is second of the improvements
on the Fold over Clasp. The Fold over
Clasp with Push Button Clasp
provides a secure lock on a post that
can only be released by pushing the
two buttons. This improvement is
more secure than the Fold over Safety
Clasp.
Fold Over Clasp with Safety
and Push Button
This is the third of three
improvements on the Fold over
Clasp. This clasp combines the
flap of the safety clasp with a
push button lock to provide the
wearer the maximum security
available for any Fold over
Clasp.

17. CORPORATES-
Consumers driven by knowledge and principles are motivated primarily
by ideals. These consumers include groups called Thinkers and Believers.
These consumers are the high-resource group of those who are motivated
by ideals. They are mature, responsible, well-educated professionals.
Their leisure activities center on their homes, but they are well informed
about what goes on in the world and are open to new ideas and social
change. They have high incomes but are practical consumers and rational
decision makers.
They have a lot of energy, which they pour into physical exercise and social
activities. They are avid consumers, spending heavily on clothing, fastfoods, music, and other youthful favorites, with particular emphasis on new
products and services.
At work place watches worn by both and female is formal watch.
A formal watch has to be simple in design and subtle in colour. The dials
are usually very clear and can have features such as an in built calendar as
well as alarm to help you be on time for meetings or appointments.

18. BIBLIOGRAPHY
S.No
Information
Source
Visited
on
1.
DesignerCassandre
http://gds.parkland.edu/gds/!lectures/hist
ory/1925/artdeco.html
Oct 3 2012
2.
Watch
http://en.wikipedia.org/wiki/Watch
3.
Art Deco
www.pheebay.com
4.
Art Deco
paintings
http://en.wikipedia.org/wiki/Art_Deco
http://www.google.co.in/search?q=art+dec
o+painting
Oct 3 2012
Oct 3 2012
Oct 4 2012