Reviving Time with Flavor: Oscar Bastidas and the Welsbro Watch Project

In a creative fusion of nostalgia, pop culture, and horological artistry, Venezuelan designer Oscar Bastidas brought new life to Welsbro, a New York–based independent watch brand with roots stretching back to the early 20th century. Tasked with redefining the brand’s visual identity, Bastidas didn’t just design a logo — he built a complete storytelling universe where each timepiece became a collectible character in its own right.

With a vision that merged vintage Americana, streetwear culture, food nostalgia, and a comic-inspired aesthetic, Bastidas transformed Welsbro into something far more playful and tactile than traditional watch branding. The result? A series of limited-edition watches themed around tongue-in-cheek concepts like “Orange Soda,” “Mustard,” and “Ketchup” — each bursting with irreverent charm and retro personality.

The unboxing experience became a key part of the product narrative. Watches arrived nestled inside metal lunchbox-style cases, accompanied by illustrated trading cards, custom stickers, and packaging that looked straight out of a Saturday morning cartoon. This whimsical approach struck a chord with collectors and design fans alike, positioning Welsbro not just as a watch brand, but as a creative collectible — a pop-culture artifact to be worn, traded, and celebrated.

Bastidas showcased this project in his First Round Talk NYC in 2023, highlighting how he built a cohesive brand ecosystem that respected traditional horology while subverting its conventions. His bold, character-driven design work has helped Welsbro amass a cult following — uniting watch aficionados, streetwear enthusiasts, and creatives around a shared appreciation for design that doesn’t take itself too seriously.

With over a decade of experience, Oscar Bastidas is known for crafting expressive, story-led brand systems that span identity, illustration, and packaging. Based in Brooklyn, he has worked with some of the most influential agencies and global brands, including McDonald’s, Coca-Cola, Paramount+, and Supercell. His work is marked by its energy, color, and a deep understanding of cultural relevance — all of which are on full display in the Welsbro Watch project.

Reviving Time with Flavor: Oscar Bastidas and the Welsbro Watch Project

In a creative fusion of nostalgia, pop culture, and horological artistry, Venezuelan designer Oscar Bastidas brought new life to Welsbro, a New York–based independent watch brand with roots stretching back to the early 20th century. Tasked with redefining the brand’s visual identity, Bastidas didn’t just design a logo — he built a complete storytelling universe where each timepiece became a collectible character in its own right.

With a vision that merged vintage Americana, streetwear culture, food nostalgia, and a comic-inspired aesthetic, Bastidas transformed Welsbro into something far more playful and tactile than traditional watch branding. The result? A series of limited-edition watches themed around tongue-in-cheek concepts like “Orange Soda,” “Mustard,” and “Ketchup” — each bursting with irreverent charm and retro personality.

The unboxing experience became a key part of the product narrative. Watches arrived nestled inside metal lunchbox-style cases, accompanied by illustrated trading cards, custom stickers, and packaging that looked straight out of a Saturday morning cartoon. This whimsical approach struck a chord with collectors and design fans alike, positioning Welsbro not just as a watch brand, but as a creative collectible — a pop-culture artifact to be worn, traded, and celebrated.

Bastidas showcased this project in his First Round Talk NYC in 2023, highlighting how he built a cohesive brand ecosystem that respected traditional horology while subverting its conventions. His bold, character-driven design work has helped Welsbro amass a cult following — uniting watch aficionados, streetwear enthusiasts, and creatives around a shared appreciation for design that doesn’t take itself too seriously.

With over a decade of experience, Oscar Bastidas is known for crafting expressive, story-led brand systems that span identity, illustration, and packaging. Based in Brooklyn, he has worked with some of the most influential agencies and global brands, including McDonald’s, Coca-Cola, Paramount+, and Supercell. His work is marked by its energy, color, and a deep understanding of cultural relevance — all of which are on full display in the Welsbro Watch project.