Volvo gears-up fashionistas

2013-05-03 10:06

GOTHENBURG, Sweden - F1 has done it, celebrities have done it and now trucks are doing it too – inspiring fashion. A signature watch has design cues stemming from Volvo’s new long-haul truck, the FH.

The award-winning design of Volvo Trucks’ new FH has inspired more than just a watch though, there’s a whole collection of driver gear, with the watch as the signature piece.


The innovative Volvo FH was launched in September 2012 and has since then won the world’s most sought-after seal of design quality - the Red Dot Award for design excellence.

Volvo Trucks’s chief designer exterior, Asok George explained the designers at the Volvo studio come from a wide variety of design disciplines, but the design process at Volvo Trucks always takes the same basic approach.          

George said: "Once we’ve chosen a concept, we work with our colleagues from different parts of the company and with different competencies to make sure the product is designed in the best possible way. If it’s a truck, engineered to drive, and if it’s something else, then maybe it’s engineered to wear."

The gear is called Volvo Trucks Driver Gear – Travis, named after long-haul trucker, Travis Lofgren.

The signature piece watch was designed by Patrik Palovaara, Senior Designer at Volvo Trucks’ design studio in Gothenburg.


The watch is water-resistant and made of fine matt stainless steel, has a Ronda movement (the way the watch moves) with chronographs, a mineral glass lens and a black rubber strap

Palovaara said: "The design of a watch should make a clear statement. This watch communicates pride. You’re proud of your truck and you’re proud of your watch, it’s the subject of conversation."

The pattern of the truck’s interior and the signature Volvo fonts in the truck’s new instrument cluster are elements carried over to the design. The watch’s proportions and the way it sits on the wrist has also been designed to give the watch a stance reminiscent of the new Volvo FH  - we’re not quite sure how that’s possible.

"The brief was to create a collection linked to the launch of our new FH. The challenge for us was to capture the feeling of the truck, not just copy the design, but find our own ways of interpreting it," said Palovaara.