2013 brings about a revitalised Electric identity, re-engineered logo, a fresh new website and an expanded product line including a premium watch line which has just been released worldwide.
The new Electric watch category is instrumental in elevating the brands position by going beyond the core surf and snow retail channel and securing the brand as a premium label. The inspiration behind the new watch collection is drawn from the custom culture of Electric’s Southern California roots, and can be best defined using the concept of “re-engineered” classics.” Each watch is also defined by Electric’s new brand elevation approach; more sophisticated, timeless and truthful.
The first phase of the release includes both field and dive inspired analogue watches which are now available to purchase from premium lifestyle boutiques and select retailers from Electric’s core distribution.
Electric watches start from RRP $220 to a RRP $1000 Swiss Made Dive watch.
“Electric’s history of developing top quality functional accessories with timeless style creates the perfect context for the introduction of watches into the existing product portfolio. Our debut timepieces are re-engineered classics, born from the spirit of the iconic styles of our past, twisted and modernized for today. The inaugural line features details and textures that reflect innovations found in today’s best outdoor equipment, tactical accessories and custom vehicle styling.” – Eric Crane, CEO
Electric is a global, premium sport and lifestyle accessory brand rooted in Southern California’s rich action sports, music, art and customization culture. Electric designs and markets an extensive line of watches, sunglasses, snow goggles, snow helmets, bags, apparel and accessories throughout the globe. In 2011, Electric became part of the Kering group, a world leader in apparel and accessories.Sydney Unleashed is one of Australia’s premier entertainment publications exploring the latest in lifestyle trends. From Sydney’s finest restaurants, cafes and bars to the hottest in gadgets, products, and home entertainment, Sydney Unleashed is your one-stop lifestyle platform.