Story Highlight
– Off-White expands TIME watch collection’s US retail presence.
– Available at Bloomingdale’s, Nordstrom, Stadium Goods, Complex Shop.
– PROTO family emphasizes industrial design in watchmaking.
– TIME designed as cultural accessory reflecting personal style.
– New marketing strategy enhances visibility in US market.
Full Story
Off-White is enhancing the availability of its TIME watch collection in the United States, aiming to reach a broader customer base through collaborations with major department stores and retailers associated with sneaker and contemporary culture.
Launched in July, the TIME collection is now accessible at prominent retailers including Bloomingdale’s, Nordstrom, Stadium Goods, and Complex Shop, thereby expanding its presence within traditional fashion retail and streetwear sectors.
This initiative is part of a broader strategy aimed at increasing Off-White’s visibility in the US market. A significant focus of this expansion is on PROTO, a series of watches that embodies Off-White’s industrial design ethos within the realm of timekeeping.
TIME is conceptualised as a lifestyle accessory, diverging from the notion of a standard timepiece. It mirrors the consumer mindset towards sneakers, acting as a fluid expression of individual style, with an emphasis on colour, design, and frequent launches that encourage continual evolution.
Central to the collection, PROTO addresses the theme of transparency. Its designs deliberately reveal the watch’s structure and mechanical components, avoiding the typical polished appearances that often obscure the inner workings of timepieces.
The concept of transparency in PROTO resonates with Off-White’s exploration of boundaries between the finished and unfinished, the internal and external, as well as the relationship between objects and their processes. This aligns seamlessly with the brand’s established aesthetic, which incorporates industrial and graphic influences to challenge traditional design norms.
The PROTO line is divided into three unique variations. PROTO 01 emphasises the unearthed form, showcasing its structural elements through transparent design and using industrial colours to convey functionality. PROTO LAYER adds visual depth through a combination of materials, colours, and graphics, while PROTO AUTO enhances the premise by revealing the watch’s movement, integrating the rhythm of time into its aesthetic.
The PROTO LAYER features a square stainless steel case that measures 38 x 42.8mm, topped with a sapphire-coated crystal and a solid stainless steel bracelet. Its layered design is highlighted by a three-dimensional Off-White arrows logo on the dial and a date feature positioned at three o’clock. A reliable Japanese quartz movement powers this model.
Similar in dimensions and materials to the PROTO LAYER, the PROTO AUTO distinguishes itself with a visible automatic movement. Its three-dimensional directional arrows and the label “SELF-WINDING” underscore the collection’s aim of showcasing timekeeping mechanics as a visual component. Both models come with a two-year international warranty.
TIME is strategically positioned across various retail platforms, from the department-store realms of Bloomingdale’s and Nordstrom to the streetwear-centric Stadium Goods and Complex Shop. This diverse distribution strategy aligns with the collection’s intersection of fashion, design, and horology, catering to consumers who consider accessories integral to their overall style.
This latest initiative builds on the foundation laid by the collection’s debut in July, with further marketing plans designed to enhance its presence in the US marketplace.
