August 29, 2013

Electric Preview Day


     “As you recall, Electric is fresh in 2013 with a new identity, new brand ambassadors, new product categories and renewed momentum. Founded in 2000. Electric has had a strong presence in the action sports industry but has now been able to reach beyond its current market with the introduction of the debut watch line. Electric decided to refresh their identity to best represent the evolution of the brand and the growth it has made over the past decade. The more clean, refined volt logo best represents the maturation of the brand while continuing to celebrate its action sports roots.” -Electric Visual

     Last week, I attended "Electric Preview Day" where the brand introduced their new fall line of watches in Los Angeles at Bollare’s Showroom. Thank you Landon M., of Bollare New York, for extending the invite to me. Electric is a global, premium, sport and lifestyle accessory brand rooted in southern California’s rich action sports, music, art and customization culture. Electric’s unrelenting approach to the elevation of style, quality and function in its products has earned the brand a renowned position.


     "Electric is more than thrilled with how well received the new identity and watch collection has been. The progression into the watch category was the next natural step for the brand and rounds out the existing Electric product portfolio."
      I was able to chat about the new line of watches with the newly appointed CEO, Eric Crane. The inspiration was to create a collection of watches that appealed to every type of person. Electric Visual's parent company, Kering, is a luxury group based out of France who develops an ensemble of powerful Luxury and Sport & Lifestyle brands. With Crane’s expertise and knowledge combined with the empowering imagination of Kering, their goal was accomplished.
     Electric Visual contains a wide spectrum of watches. I personally couldn't choose a favorite. How do you choose one when it comes down to a masculine swiss watch, such as DW01 in brass and black stainless steal, to the refreshingly stylish FW01 in red and navy polyester nato. The range of watches can be opposite extremes, but is still able to maintain the identity of the brand and collection unified. Electric’s emphasis on detail was highly recognizable when analyzing the watch in person. The variety of logo placement, multiple function of crown and pusher, and the delicate bolt shape hands of the watch displayed their focus on quality. Along with the collection of watches, the arrival of the handmade Italian Acetate sunglass collection was on display. Again, with this eye accessory, the brand covered every preference and personality with size of lenses to different makes and color of material.


     "Electric likes to use the term 're-engineered classics' when describing the vein that runs through our existing product lines. Taking the aesthetic of what we love from past designs and product engineering and adding an updated modern twist. Electric decided to refresh their identity to best represent the evolution of the brand and the growth it has made over the past decade. The more clean, refined volt logo best represents the maturation of the brand while continuing to celebrate its action sports roots."


     Electric Visual strikes with detail even in their hospitality. I enjoyed the rest of the evening over delicicously showcased h'ordeurves, while browsing their exquisite set up of product throughout the showroom. I want to especially thank Lorena, who gave me tour and insight of Electric's products from the past to present line. From Snow, Surf, to Style, Electric Visual has got you covered. Be on the look out for there fall collection of watches dropping this fall in October.




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