Trend & Mood
Communicating the vision
My Role
When I joined Geneva Watch Group, the BCBG Max Azria watch brand had hit a creative roadblock—stalled by a strained partnership and a trickle of just 5–8 new SKUs per season. My mission? Bridge the gap and bring the brand back to life. I dove into BCBG’s world, syncing their vision with watch industry trends while tapping into our Milan-based design talent to craft a fresh, innovative collection. The result? An 85-SKU lineup that debuted at Baselworld, wowed international buyers, and secured spots in 100 Macy’s stores, 40 Nordstrom locations, and Liverpool in Latin America. A true style comeback!
RESPONSIBILITIES
• Directed design & development BCBG Max Azria watches
• Managed freelance design talent and manufacturing overseas
• Supervised the U.S. designers for the BCBGeneration product lines
• Created and presented trend roadmaps, product line presentations, retail fixtures, and packaging for BCBG products
• Negotiated prices to maintain product margins
ACHIEVEMENTS
