Johnson Verghese on Diesel employing VR tech to create an immersive aesthetic

Well-known fashion and lifestyle brand Diesel recently brought together the worlds of horology and hip-hop at a thrilling launch event for their new collection of timepieces. The launch featured India’s leading singer and pop star King, who unveiled Diesel’s Vert Collection alongside Johnson Verghese, Managing Director of Fossil Group - India. The Vert Collection has been crafted using a new wave of VR technology that bridges the gap between the physical and digital worlds.

In conversation with Adgully, Johnson Verghese, Managing Director, Fossil Group – India, speaks at length about the inspiration behind Diesel’s new Vert Collection, Diesel’s partnership with pop star King, insights into the design journey and creative process behind the Vert Collection, and more.

What was the inspiration behind Diesel’s new Vert Collection?

The Vert Collection by Diesel is a creation that brings together the digital and physical worlds in a striking new aesthetic. The first watch of its kind for Diesel, Vert is one of several styles from the brand’s new forward-thinking Metamorph collection that’s entirely conceptualized and created with cutting-edge VR technology by Diesel Creative Director Glenn Martens. A game-like approach was employed to designing the Vert - you can see this exemplified in the futuristic visuals seen in our launch film as well as the distinctiveness of the watches themselves. With this design, we have captured the look of a virtual timepiece in the physical world.

It is intriguing that Diesel partnered with King, a prominent pop star, for this launch. Could you tell us more about the decision to collaborate with him and how it aligns with the collection’s futuristic aesthetic?

The Vert collection is a first-of-its-kind endeavour by Diesel, which charts a new course in the trajectory of timepiece fashion with its new VR-powered design. As an artist who also stands for free-flowing self-expression and forging his own path in the world of music, we believe King is the perfect personality to bring the Vert Collection to India. Our partnership with King is an acknowledgement of our shared commitment pushing the boundaries beyond the conventional to achieve the extraordinary, and celebrating the intersection of fashion and musical culture. As a new age trendsetter, we feel King embodies the sense of distinctiveness and futurism that the Vert Collection is built on. We also share a connection to the world of hip hop within the VR Metamorph world that we created to accompany the launch of the Vert. Here, our audiences can explore a curated VR world, which includes a virtual concert by hip hop artist Lil Dre.

Could you share some insights into the design journey and creative process behind the Vert Collection? What were the challenges and breakthroughs in bringing this collection to life?

Virtual Reality forms the foundation of the design approach to the Vert Collection. VR design is transforming the world of fashion, and we wanted to embrace this evolution with a future-first creation that surpasses the frontiers of traditional design. Our timepieces are an expression of individuality, and the creative process behind the Vert Collection aims to let wearers make a unique statement about their personal style. A first-of-its-kind VR technology was employed to create an immersive aesthetic inspired by Diesel Creative Director, Glenn Martens, for this collection, giving it a futuristic look that still seamlessly complements the ensemble of the modern man. The modern approach to its design under Martens’ direction leads to a disruptive, uniquely hard-shelled appearance that’s mutually organic and futuristic.

In what ways does the Vert Collection reflect the larger brand philosophy and values of Diesel?

The Diesel brand stands for being original, bold, and authentic in your self-expression. The Vert Collection brings together all of these aspects in a distinctively future forward way. The new Vert collection is a creation that combines organic and futuristic elements, and is heavily influenced by virtual reality and digital design. We expect this exceptional combination of aesthetics to resonate with our consumers who want to stand out from the crowd and make a unique statement about their personal style. As such, the Vert Collection truly encompasses the philosophy of the Diesel lifestyle - to be true to oneself and push the boundaries every day.

How does Diesel Group - India envision the role of technology in shaping the future of the watch industry, as exemplified by the Vert Collection?

Technology and timepieces are already deeply intertwined in the Indian market. As fashion trends continue to move towards greater personalisation and experimentation, I expect that the synergy between these two spaces will only grow, as brands offer more niche and creative combinations of styles that bring together aesthetics and technology in new and exciting ways. The Vert Collection is one of the first uniquely tech-fuelled designs in the market, and it aims to embrace this synergy between the digital space and modern timepieces. As new forms of technology emerge, we expect it to unlock many more exciting and compelling approaches to watch design that will empower designers to showcase their creative visions in new ways, while offering consumers an even wider array of timepieces with which they can express themselves.

What can consumers and watch enthusiasts look forward to in terms of upcoming innovations or collections from Diesel/ Fossil Group in India?

Vert is the first watch of the Metamorph collection. It reincarnates the brand in the way that says Diesel is for everybody. The designs of the watches in this new era will be disruptive but in-line with the metamorph design.

Looking ahead, what trends or developments in marketing do you anticipate will have the most significant impact on the fashion and horology industry, and how is Fossil Group - India preparing for these changes?

Personalisation has remained the driving trend in the watch market globally, and we expect this to continue going ahead as well. Consumers are choosing timepieces to accentuate their personal styles and aesthetics, and the offerings from brands must allow for a wide range of options that meet this demand, while also being distinguished enough from each other. Each of our brands has a distinctive aesthetic and style offering to our consumers, and as such we aim to continue to build on our creations in a manner that resonates with our consumers.