Brief: Design project for wristwatches for OJSC «Minsk Clock Factory 'Luch'.»
✢
Achievements: 1st place in the international «Practice-Oriented Contest for Wristwatch Design,» 2024.
Implementation: The concept was adopted by the company and led to mass production—the «Zarya» collection for the 70th anniversary of caliber 1801.1, 2025.
Design a wristwatch for the JSC «Minsk Watch Factory» «Luch»Target Audience: Ages 30–50 — above-average incomeTechnical Specifications:When designing the case, consider the capabilities of the company’s CNC lathes and five-axis milling machines: they process stainless steel and titanium, and the milling is performed on a cylindrical blank.
Problem:The market is saturated with homogenous, basic models (including in classic styles).Solution:A unique story imbued with meaning—that is what can capture the attention of the «new» user. Following the development path of such a concept, where the narrative of a watch brand, its philosophy, and a new vision is conveyed, is capable of forming a cohesive and memorable image in the user’s mind, setting it apart from competitors.
Giliana, 35, is a stylist, fashion influencer, and digital content creator.
Giliana actively attends fashion shows, parties, designer dinners, and exclusive trips. She holds a significant place among blogger stylists: status and prestige in society are important to her. She approaches the selection of wristwatches thoughtfully.
- Influencer (from the English word influence) — a person whose opinion matters to a specific audience.
User Analysis
In an era where fleeting vertical imagery on social media daily influences consumer choices, understanding the multifaceted nature of women is particularly important—Gilyana, as a representative of Generation Y, blends trend-following with a pull toward retro-vintage aesthetics and refuses to be confined to a single style.
Conclusion: Therefore, the watch design must harmoniously integrate relevance, references to the past, and individual expressiveness, drawing not from specific stylistics, but from the deeper factors that influence user choice.
tags* silent cosmos / mystery / enigmaSo, a «new» user wants to connect with the idea of a timepiece brand, to search for symbolism or metaphor, establishing a specific associative line with «Luch.»New clients must understand that they are buying a wearable piece of art (!).
tags
*understated luxury / monochromatic palette / subtle contrasts
Sketching
1. Emotional exploration 2. Detailed exploration
LUNARY — women’s wristwatches inspired by lunar radiance and cosmic infinity — possess an enigmatic charm.
✢
The watch case is finished in chrome-toned hues that evoke the boundless depth of space. Bright, linear hands adorn the surface, much like distant stars twinkling in the night sky.
Konstantin Balmont’s poetry served as a source of artistic inspiration for the design project.
The prototyping phase was the most substantive part of the project for me—it was at this stage that the solution took physical form.This allowed me to objectively assess not only the functionality of the implemented ideas but also the ergonomic characteristics of the watch cuff bracelet—specifically, its comfort on the wrist, the weight balance of the construction, and freedom of movement.
Coffee Wristband