010209 Fossil Atari Watch Series.

When shopping in Bath recently I spotted this Atari endorsed Fossil watch, which plays an animation of the original Breakout game on the watch face.



The watch seems to be targeting the 'original' gamers that remember the original Atari arcade and home video console games. On further investigation I found that the series includes watches that feature animations of Asteroids, Centipede and Breakout. The emergence of the Atari series of watches is interesting because it says something about the original gaming generation. It says something about their age, about their income and about their nostalgic disposition. Or maybe it says a lot about how iconic imagery can be marketed to the retro chic market. These are of course sweeping statements and it is assumed that they can be applied to the majority of the original gaming generation. Although not every member of this generation will fit into the correct age, income and 'nostalgic disposition' categories it can be assumed that many do. Fossil were able to release this series of watches with a specific target audience; a consumer that was nostalgic enough about their original gaming experiences to purchase one of the series. Whether it would only be original gamers that purchased the watch must be considered carefully; is this always just a nostalgia driven purchase or does the iconic imagery appeal to a younger generation too?



The series of watches also follows the recent trend of using images from early computer games on clothing and fashion accessories. The iconic image of Space Invaders is a prime example as it is often used on printed t-shirts and other clothing. It seems that 'retro' imagery, and specifically 'retro' gaming imagery is marketable. It is interesting to think through the use of this imagery on items such as clothing. It could be argued that clothing designers and retail outlets are using retro gaming imagery to target a specific group of individuals - the 'original' gamers. The gamers that have experienced the games being depicted in their original and early incarnations. But what of the individuals that wear this clothing but appear to be far too young to have experienced the games being depicted in their original form? Have these individuals ever played Space Invaders and if not, what do they understand of the image that they parade on their chest?

• How are 'retro' gaming images used and marketed, what is the lifestyle that is being offered?
• What are the differences and links between 'retro' and 'nostalgia'? Retro is often associated with desirable objects, it is a marketable concept that can be used to target consumers. Nostalgia is more personal and unique to the individual, it appears to be more complicated and directly related to affective relationships.
• Who are products such as the Fossil watch aimed at? Who actually buys these products and why? How much of the game history is understood by the purchaser? What is the wearer saying when they place this watch on their wrist?