How Fastrack turned a small stage into a big story

What does it take to compress an entire concept — a mood, a subculture, a feeling — into a watch display? For Akash Ashesh, Visual Merchandising Head - Watches and Wearables, Titan, the answer has been a series of campaigns for Fastrack that treat the display fixture not as a backdrop, but as a story itself. Speaking about how creating on a smaller canvas is a bigger design challenge, Akash shares, “At first glance, a watch display kit appears far less complex than a large retail window. The physical footprint is smaller, the storytelling area is limited, and the customer interaction is much more focused. But what I quickly discovered is that reducing scale dramatically increases scrutiny. 

Here's a look at the brand’s recently executed VM campaigns for three watch collections, each with a distinct universe.

Overdrive - Speed, Disciplined

Drawing inspiration from the world of Formula One racing. Speed, performance, and engineering precision became the foundation of the visual language for this campaign. The challenge was not simply creating a racing-inspired aesthetic but ensuring that the display conveyed excitement without appearing cluttered or overly aggressive within the retail environment. The shape of the car, the tyres, were all 3D printed.

Groove - The DJ Console as Display

Inspired by music and rhythm, the challenge for this campaign was capturing movement, energy, and self-expression without overwhelming the product. Music is inherently dynamic, but a display fixture is static. According to the brand, the design had to create a sense of flow while ensuring that the watches remained the hero. For this, the DJ console got translated into a display mechanism.

UFO - Where Science Fiction Meets Retail Precision

This campaign drew its inspiration from the collection's name itself – UFO, evoking futuristic exploration and otherworldly discovery. Translating that visual language into a retail display meant balancing bold, sculptural forms with practical manufacturing considerations. Every curve and surface had to feel precise and premium while remaining feasible for large-scale production.The colours, the shapes, and the centrepiece watch with its green acrylic back all came together like an object freshly landed from a UFO. Even the smallest details, such as the spaceship-inspired silhouette to every considered surface, reinforced the sense that this was something from beyond.

Speaking about the nuances of watch displays and the focus they demand, Akash shares, "Customers engage with these displays from just a few inches away. Every edge, every material transition, every printed graphic, every paint finish, and every assembly detail becomes visible. The display is no longer a backdrop, as it becomes part of the product experience itself."

He adds that a concept can look extraordinary as a single prototype, but the real test begins when it must be reproduced at volume. “Material choices that seem ideal during development can create unforeseen challenges in mass production, and finishes that look premium on one unit must hold that same standard across every unit that follows,” Akash says.

VM Team at Titan: Vivek Krishna, Prashant Jadav

VM Solutions: Shristi Creations