PORTEFEUILLE

Smartwatches have replaced the analog watch on Gen Z wrists: according to Deloitte, Gen Z now wears more smartwatches than traditional watches. Swiss watchmaking is losing its next generation. Provoqué wants to win this generation back, starting from youth culture rather than from heritage. The brand mills real CDs into one-of-a-kind watch dials and builds them into a modular watch: the dial module can be swapped by hand, without tools. The watch is bought once and evolves with its owner, while every dial gives an existing object a second life. Provoqué has sold over 600 watches in 35 countries and raised CHF 37,644 from 155 backers with the Kickstarter campaign for its first modular watch; 44% of the backers had never owned an analog watch before. In the VALIDATE phase, Provoqué tests whether customers repeatedly buy dial modules, develops the next watch generation and qualifies new upcycled materials together with BFH in Biel, at the heart of the Swiss watch industry.

The project starts in December 2026 and runs until the end of July 2027. Building on the CDK2 collection launched at the end of November 2026, Provoqué launches a second collection with dials made from upcycled spray cans in February 2027, whose material is qualified together with BFH, followed by a third collection. Between launches, restocks of dial modules show whether the modular system creates recurring demand; the repeat-purchase rate is measured across all collections. In parallel, the next watch generation (NW27) is developed from the concept to approved final samples. By the end of the project, a pre-campaign prepares the market entry of NW27 via a pre-selling campaign, together with the application for the EXECUTE phase.