The Braun – DZ7080
by Adnan Arif
I’ve always had an affinity for Diesel watches so I could not believe my good luck that I was able to put a face to some of my favorite designs when I recently came across Jason Ice. Jason nests at Fossil and designs for the Diesel license. He was kind enough to talk to me about his work:
Wrist: Part of Diesel’s appeal is that their designs are fresh in an industry where most brands are watered down licenses that play it safe. Most of the more interesting work done in the fashion watch field was back in the early period with Lip, Pierre Cardin and others. What is your take on it?
Jason: For the history of fashion wristwatches… I don’t know how I feel about this. It’s a back and forth between high end watches and fashion watches. The trick with fashion watches is making a cool product that everyone can afford, all the while having an appeal that makes someone walk by and be like… I gotta get that watch, it’s so cool. I think that is something that luxury wristwatches does, it’s just on a luxury level… does that make sense? Some of my favorite “luxury fashion” watches are from Corum and U Boat.
For Diesel… I am sure to any fan of wristwatches, you can see the influence of watch design from the past. In Diesel, we try to do what LIP did back in their heyday. Be unique. Be different. Let the design speak for itself. People gravitate to what we do in Diesel because most of what we do in a Diesel watch, is something very unexpected!
Wrist: How did you get into watches?
Jason: I got into designing watches by being at the right place at the right time. I was doing a production job at Fossil, assisting the graphics group. I was sitting in the break room one day sketching some of my graffiti style characters and a guy from the product design group saw my sketches.
He asked me if I could draw watches. I told him, I didn’t know but I’d give it a try. So, I did a test project, he dug it… and I have been doing watches for the past 9 years now… haha… Never thought I’d be designing wristwatches.