Watch concept set for Asia rollout

A new Watch Station retail store concept unveiled in Macau is about to be rolled out across Asia.

The Watch Station is owned by Fossil Group and stocks a range of high-end watch brands including Armani, Michael Kors, Adidas, and Marc Jacobs.

Hong Kong-based StartJG won four awards for the concept store at the recent Transform Awards for Asia, including a Gold Award for Best Creative Strategy and a silver for the Best Brand Experience.

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StartJG transformed the Watch Station International brand for Fossil. The agency created more impact and differentiation by developing a new brand positioning through an impactful new identity, brand language and multi-channel retail concept.

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At the core of the concept is a focus on story-telling about the watch designed through the eyes of the Watch Style Insider.

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Innovative features in the store include a ‘social pix wall’, encouraging and enabling shoppers to take pictures of watches and share on social media, a gifting wall showcasing hero products of the moment, and a host of digital media telling the stories behind the watches. One of the key features of the work was a premium ‘sell-in’ book for landlords, bringing the concept to life to facilitate conversations with landlord to secure premium sites.


The concept store is now rolling out across Asia with the first flagship store at The Shoppes at the Venetian Macau already showing “impressive sales results”.

“The evolution of our new WSI brand has been a long time coming,” said Jack Quinlan, senior VP Asia Pacific with Fossil Group.

“As we identified growth potential it only made sense to develop this brand. StartJG has helped us identify and fulfill a distinctive market opportunity with a stunning new retail concept that’s rich with consumer experiences and engaging content.”

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