Versace is adding some fresh vibe to the ladies watches niche with a new contest for aspiring designers, Versace Watch Talent. Twelve participants —design students selected from the Swiss horological university École d’Arts Appliqués de La Chaux-de-Fond —have been tasked to create a new ladies watch that combines fashion with horology in a signature Versace style.
The prototype of the timepiece will be produced through a licensing agreement with Timex Group since 2004.
Currently, the students are busy creating their “innovative and contemporary interpretations of the Versace DNA.” The fashion house has released a short 1-minute film featuring the young talents as they make stretches of their prototype watches, mold, carve, assemble, etc. the new pieces that are based on the principles of innovation, with respect to the brand’s origin.
The 12 contestants will unveil their works in front of a jury panel on June 6 at Palazzo Versace, Milan. The judges will include Versace Group vice president Donatella Versace and Vogue Italia editor-in-chief Franca Sozzani—the panel will evaluate the students’ watches based on design, creativity, originality, innovation, use of materials and prototype quality. The winner will be awarded with an unannounced monetary prize and will be also invited to take a three-month internship at the Timex Group Design Lab, Milan.
Luxury brands are actively seeking fresh inspirations and views within the army of emerging design talents. For instance, Gucci-owning company Kering (recently known as PPR), has launched the second annual competition for the students of Parsons The New School for Design, offering them an opportunity to earn an internship within one of its luxury of sportswear brands.