Turning an Original IP into Watch Designs

For Virtue, watches have always been more than functional timekeeping products.

A watch is something people wear every day. It becomes part of their personal style, their memories, and sometimes even their identity.

That makes the watch an ideal carrier for an IP character.

Instead of simply printing a cartoon image on a watch dial, we wanted Bobbycub to become part of the product experience.

We began exploring different ways to integrate the characters into watch designs—from children's watches and colorful cartoon dials to decorative watches, digital watches, accessories, and customized watch faces.

The result is a collection of products that combine fashion, functionality, character design, and emotional storytelling.

One of the most exciting parts of developing Bobbycub has been discovering how many possibilities a single character can create.

A watch dial can become a small stage for the characters.

Bobby and Cubby can appear together, interact with each other, or be presented in different scenes and expressions. Different colors, straps, case shapes, and dial layouts can create completely different product styles while keeping the same recognizable IP identity.

For children's watches, Bobbycub brings a playful and friendly visual language.

For fashion watches, the characters can be interpreted in a more subtle and decorative way.

For digital watches, the IP can become part of the display and digital interface.

This gives us the flexibility to develop different products for different markets while maintaining a consistent visual identity.