After the success of the Defender Build-A-Watch launch, leadership wanted to expand this capability and implement product customization as a global feature on Fossil.com.

Fossil had a popular in-store feature that allowed customers to build their own custom watch by selecting from an array of watch bands, faces, top rings and cases. They wanted to take this capability and implement it as a feature on fossil.com.

By collaborating with product owners, merchandisers, watch designers, and developers, we created a solution that took personalization even further — the new Design A Watch experience allowed customers to customize every detail, from bezel to strap.

We simply expanded upon the capabilities we built for the Defender watches - the tools and rules that made customization possible— component logic, configuration flows, and guardrails that supported personalization, engraving - allowing us to quickly expand and implement this advanced version.

The experience transformed customization into connection—empowering customers to tell their story through design and helping bridge the gap between in-store and digital engagement.