A Design Philosophy

Designing a timepiece can’t be a blank slate. Everyone knows what a watch ‘is’ and carries in their mind an expectation of form and function. If it’s to be worn on the wrist and seen with the eyes, there’s a fairly narrow band of physical formats that will work.

Of course, there are designers who have set out to ‘break the mold’ of our expectations – take a look at  these:  Nooka  Urwerk  MB&F

Three versions of the Caliper View

We’ve taken a different approach – one of subtly.  Our goal is to follow conventions but then to gently play with them. Our first design, the View, is at first glance ordinary.  The dial is round; there’s a chapter ring with numbers around the edge. 

The dot-screen version of the View

If you’re looking at the dot-screen version, you might notice that the face is not solid, you see a hint of motion within.  Now you’re engaged, you have to get a closer look to see how this works!

The didactic version of the view

Our didactic version has a more obvious transparent face, but it might take you a while to discover the text and call-outs. You’ll need to get up-close to see what’s going on here. 

The Caliper View is elegant rather than flashy. It’s a design that becomes more interesting the closer you look. The View rewards your attention. 

Mikael Sandblom, designer of the Caliper View

Our philosophy is that we should not adorn or decorate, but rather that we should create a delightful user experience by enhancing, gently amplifying and re-presenting what is inherently ‘there’ within the product itself.