Leatherman, a well known American brand with products designed and manufactured in Portland, Oregon. The Tool Bracelet – aka Tread -One of their products that you wear and incorporates mini tools in the links of the bracelet for emergency situations. The concept of tools around the wrist is not new and by themselves has a niche market, yet a tendency to feel a little gimmicky and overly contrived, as commented by various potential consumers.
a move from niche market to a broader consumer value
The new design not only refined the tools but also added a timepiece that complimented and enhanced the already designed bracelet making it more of an everyday item with a higher level of perceived usefulness and a strong lifestyle expression. This was a large step forward for Leatherman since they are not a lifestyle brand, so the design had to core leatherman values, strength, robustness and a purposeful vibe. I designed a high-quality watch with a swiss movement, great ergonomics with the added bonus of a secret tool on the back of the watch to reinforce the products functional feel.
The new product was launched at Outdoor Retailer in July 2017, it won a few best in show and gear awards, and was well received by the press and sales people. Due to be available September 2017 in the web store and select retailers.
Actual photographs of production watches below (Black version and silver version):