It’s time to express our vision of bold watchmaking and our belief in the essence of things.
Plain and simple.
As the essence of a watch is to display time, why focus all the attention on backstage complications? As designers, we have been trained to simplify people’s lives and interactions with products. So, we set up to put the emphasis back on the essential function of our watches by removing all superfluous design elements. Some say the world is growing increasingly complex, but pure and intuitive design can help us stay focused and make room for new ideas.
See how we achieve simplicity
Since its creation in the early 19th century, one thing has remained unchanged — the watch crown. Why would you want a crown? This nail-breaking knob spoils the watch's aesthetic and can hurt the back of your hand. So, we chose to remove it and replace it with a concealed system. Now, setting the time and winding your watch is as simple as turning the caseback.
Learn how we got rid of the crown