How Layers Cracked the Code of Social Sales with the Anarc Smartwatch

Co-creating the Anarc

At Seymourpowell, we’ve always been passionate about pushing the boundaries of design, and our recent collaboration with Indian start-up Layers exemplifies this spirit. Layers, founded by tech influencer Shlok Srivastava (TechBurner), brought their unique vision and highly engaged online community of over 11.5 million followers to the table. Together, we set out to create the Anarc smart watch — a product that blends bold design, cutting-edge functionality, and authentic audience co-creation.

‍

By leveraging the power of social media as a design tool, we collaborated closely with Layers to involve their audience at every stage, ensuring the product resonated deeply with their community.

‍

The result? A disruptive smartwatch that sold out in just 48 hours and garnered over eight million views, proving that collaboration and innovation are the keys to shaping the future of product design.

‍

‍

What made this project such a success?

The key was social engagement. From day one, Layers involved their audience in the process. Their fans weren’t just passive observers—they were collaborators. Layers has 11.5 million followers on YouTube, and they’ve cultivated an incredibly engaged community. They showed early concepts toselect groups of fans, asked for feedback, and used that input to guide thedesign language we took forward.

‍

This wasn’t just about creating a product; it was about creating something their audience felt they owned. That connection is why the Anarc resonated so deeply. It wasn’t just a watch—it was astatement.

How did Layers’ social presence influence the design itself?

It completely shaped the process. Layers understands their audience better than anyone—they’re constantly engaging with them, testing reactions, and measuring feedback in real time. For example, when we presented initial concepts, we started with seven or eight directions and narrowed it down to five. Then Layers took those concepts to a group of 500 fans for feedback.

‍

The response was overwhelming. One design—the Anarc—received three times more votes than anything else. Fans instantly understood its bold aesthetic and unique story. That’s when we knew we had something special.

What was the thinking behind the Anarch's striking look?

The design was all about being unapologetically bold. We developed what we called a "digital, pixelated, cut-jewel" aesthetic. It’s all sharp angles, precise chamfers, and surfaces that feel like they’ve been carved from a single block of material. The idea was to make it look like a confident statement—dynamic, modern, and completely fearless.

‍

But it wasn’t just about aesthetics. We spent a lot of time fine-tuning the ergonomics. For example, the strap and case had to work seamlessly together. If the strap angles are wrong—like they are on some smartwatches—you end up with a gap between the strap and wrist, which looks and feels awkward. We engineered the strap to sit at a 45-degree angle, ensuring it hugged the wrist perfectly.

‍

Even details like the crown size went through rigorous iteration. We tested small, medium, and large crowns and landed onwhat we called the “Goldilocks” size—just chunky enough to feel substantial but refined enough to remain wearable.

How do you balance being innovative without alienating your audience?

That’s where Layers’ vision really came into play. Their brand is all about creativity as chaos—exciting, disruptive, and engaging. But we also knew there was a limit. If you go too far, you lose the audience.

‍

The Anarch was designed to be 20% different from what people expect from a smartwatch. It’s enough to feel fresh and exciting but not so different that it becomes unrecognizable. It had to be taken seriously as a smart watch and work within those parameters. We wanted it to feel bold and new while keeping some familiar proportions and user habits intact. That balance—familiarity with a twist—is what made it work.

What role did co-creation play in the process?

It was fundamental. This wasn’t about us imposing a designon Layers; it was about creating something together. They know their market,and they know what excites their audience. We brought expertise in ergonomics, aesthetics, and materials. Together, we created something that felt authentic to their brand and their audience.

‍

The co-creation process also ensured that Layers felt fully invested in the final product. It’s not just a watch they’re selling; it’s a product that embodies their DNA—and the DNA of their fans.

What does the Anarc says about the future of product development?

It’s a sign of where things are headed. The days of brands developing products in isolation are over. Social media has changed everything—it’s not just a marketing tool; it’s a design tool. Brands that can leverage their audiences, engage them in the process, and respond to their feedback in real time are the ones that will thrive.

‍

With the Anarc, we saw firsthand how powerful that can be. By involving their audience from the start, Layers didn’t justcreate a product—they created a movement. That’s the future of productinnovation: collaboration, engagement, and authenticity.

The Social Sales Revolution

The success of Layers’ Anarc smart watch wasn’t an accident—it was the result of a meticulously crafted process where design innovation met social engagement. By fusing bold aesthetics with data-driven decisions, Layers proved that collaboration with your audience isn’t just good for creativity—it’s a game-changer for business.

‍

For brands looking to redefine their approach to product development, the Anarc offers a powerful blueprint: listen to your audience, create with them, and deliver something they can truly call their own.