Build Things That Make Life Better
WATT — Vintage Urban Ebikes
A modern vintage urban ebike engineered for daily city use — fully integrated Motinova drive system, clean frame aesthetics, and a Dutch-first market approach.
WATT Bikes — Dublin
ZÆT Role: Product development, design & go-to-market | Market: Netherlands / Europe | Year: 2024
The Brief
WATT is a Dutch ebike brand built on a clear proposition: city-proof electric bikes that are as robust as they are good-looking. The Dublin is WATT's flagship urban model — a modern vintage design for daily commuters who want something that doesn't scream electric bike. ZÆT was engaged to translate that brand vision into a fully specified, production-ready product with a coherent go-to-market strategy for the Dutch and European markets.
The Dublin pairs a lightweight aluminium frame with the Motinova integrated ebike system — a closed-loop drivetrain with 250W rear hub motor, 45Nm torque, and a torque sensor that responds in 10 milliseconds. The 360Wh removable frame battery provides sufficient range for daily use and charges fully in three hours.
The Result
The Dublin and Dublin ST launched in March 2024 across the Dutch dealer network and direct-to-consumer, available in matte black and taupe colourways. The bike is distributed through specialist ebike retailers including Life in Motion and sold online at wattebike.com.
How ZÆT Built This
Define Direction
Market positioning: modern vintage urban commuter segment · Competitive analysis vs. premium Dutch ebike brands · Use-case definition: daily urban commuting, city proof design · Commercial feasibility: mid-market price point strategy
Build the Foundation
Aluminium frame design with fully integrated battery · Motinova 250W rear-wheel motor with 45Nm torque integration · 360Wh frame-integrated battery specification · Smart assistance system with automatic torque sensing · Shimano hydraulic disc brake and Spanninga lighting integration
Execute and Launch
Dutch and European dealer network setup · Men's (Dublin) and Women's (Dublin ST) variant launch · Colourway strategy: matte black and taupe · After-sales and Motinova service network alignment · B2B fleet and consumer channel go-to-market
The Result
