I like the direction Tokyoflash is taking with its brand. For those who follow them, the online watch brand that churns out aesthetically unpleasant (seriously some of them are ugly) but geeky watches, you may already know that the site showcases some of their concepts online before production in order to test pre-production buzz. More importantly, they’ve started taking in open submissions that they showcase on their website such as this one by Olivier Demangel shown above that features a usb key and the ability to be used as a skype / mp3 device.
Even if they never go into production with the watch, they benefit from the associated branding and this is significant because the company is trying to expand beyond their web operations into international distribution and they could possibly be the first crowd sourced watch brand. What do you think?