Stealth automatic watch

automatic cmf Fashion Injection Mold movement watch

How would the simplest possible form for analog wrist watch look like. Inspired by Japanese minimalism and vintage watches from the 70's. Minimalist fashion statement piece.

Inspiration

Minimalist architecture, japanese design and simplicity in products were main leading ideas in this project.

One design - two materials

Two different material directions were chosen. Those were also pointing at different customers and different price points. Stainless steel version with automatic movement. Second version was hardened plastic case with quartz movement. For each material different tooling and different case design had to be developed

Prototyping

Several versions were printed and CNC milled before proceeding to the factory for samples. We tested size, proportions as different strap options. Also tested which movement will fit and how it will affect the case size.
The crown is flushed with the outer surface, only pops out when needed for setting the time.

Movements

Two different material directions were chosen. Stainless steel version with automatic movement. Second version was hardened plastic case with quartz movement. Miyota 8215 automatic is inside metal watch and Citizen Quartz 2105 is inside the plastic version

CMF

Metal plating, right finishing - polished or matte in the right combination with leather, textile strap or metal mesh

PVD

The metal cases and mesh straps were plated with basic silver. Both polished and brushed finishes were used, several models are matte black matte smoked silver. Also gold and rose gold. Several models had shiny metallic accented markers and hands.

Selection

For the basic colors, more saddle dial designs were chosen as well as case plating. Straps were leather, clean textile and mesh with rougher texture.

CMF

We wanted the textures, colors and finishes to speak up. Very calm and toned town tones as well as loud, statement colorways were introduced. Color inspiration was aligned with the brand’s shoe collection.
Some of the colors were borrowed from Issey Miyake, brand we were collarorating with at the time.

Selects

The color selects were supplementing the seasonal shoe collection. Some colorways and straps were on more colorful side to elevate and supplement the collection

Toned down collection

The other part of the watch collection was focused on more black and white tones with accents on the dial.

Injection molded parts

Injection molded parts comes with limitation of pieces per color. We decided to work with basic colors - black and white for both ABS plastic case and silicone strap. Dials created different personalities throughout the more affordable line.

Renderings

Both 3D and Illustrator renderings helped to make the decision on which colors will work best with what dials.

Display

Part of the challenge was to design suitable display for the pieces. We came up with several options for flatlay and for the silicone straps, since they couldn’t sit flat, this pin solution with luxurious polished black acrylic elevated the collection

Packaging

Two versions of packaging were made and introduced. Silicone molded strap has to stand and the leather strap with stainless steel case was sitting flat.

Advertising shots

Several lifestyle shots were made based on the customer profiles. Clean and simple aesthetic, demographic that dresses simple, but let his or her accessories stand out