Dezeen Watch Store: Swedish design studio Form Us With Love has launched a watch for new Swedish brand TID Watches - and the first ten customers who pre-order the watch at Dezeen Watch Store will get special-edition signed packaging by the designers (+ interview).
"We decided that the most important thing was to design a watch that would look good with any outfit and that you could wear everyday, and not throw away in three months when that fashion is over," said Petrus Palmer of Form Us With Love (see interview below). "It is a big watch. It's a steel watch, it won't break, there are no loose parts, there is no connections for the wristband and so on."
The watch features a black, ion-plated stainless steel case with either a black or white face and a woven nylon wristband. No.1 is available to pre-order now at Dezeen Watch Store. Buy now for £162.50 excluding VAT. We now offer FREE SHIPPING on all UK orders.
Here's an interview with Petrus Palmer of Form Us With Love (above, right), conducted by Dezeen editor-in-chief Marcus Fairs:
Marcus Fairs: You've designed a watch for a new Swedish brand. Tell us about TID.
Petrus Palmer: It's two guys from the fashion industry. They wanted to invest in a new company and they wanted watches as they are products that last. Fashion is so quick; you can't keep things alive for more than a month or a year. With watches you can go with the same product for a longer time; you're making products that will last.
Marcus Fairs: Tell us about the watch you've designed.
Petrus Palmer: Basically we wanted a watch that hasn't been done before. There have been so many nice watches that have been done, and there is so much engineering and talent that is put into watches. So we didn't really want to go down that alley and try and compete with the best in watch manufacturing. Our approach was rather to do something that we ourselves would like. It's also a watch that everybody can afford.
We decided that the most important thing was to design a watch that would look good with any outfit and that you could wear everyday, and not throw away in three months when that fashion is over. It is a big watch. It's a steel watch, it won't break, there are no loose parts, there is no connections for the wristband and so on. The surface of the steel has been bombarded with ions to give it a really durable black finish. It has a good Japanese movement.
So it is a really good watch; it will last. You can easily change the wristband, if you want a leather one, or if you want to buy your own; we could launch other wristbands later on.
Marcus Fairs: The designer watch market is expanding really quickly. Which other designers or models do you admire?
Petrus Palmer: The Braun watches and clocks; the designs by Dieter Rams. That is the kind of watch we want to do, that is our inspiration.
Marcus Fairs: And I understand you have agreed to do some signed additions for Dezeen Watch Store customers? That is very kind of you. What is your message to them?
Petrus Palmer: I would love to see them use it, as it is the first watch we are launching. I would love their feedback, actually. Tell us what you think, and be honest, because we really want to do something that you wear because you like it and you want to keep it. Give us your feedback and we will try to be better.
Below is some text about the watch from TID Watches:
”Tid” is Swedish for time. TID is a small Swedish design brand with a big ambition - to produce iconic products designed with time as a principle parameter. TID is now launching their first product, befittingly a timepiece. The No.1 wristwatch is a black ion plated milled stainless steel watch designed by Stockholm based studio Form Us With Love:
"The idea of designing No.1 came from the somewhat paradoxical insight that wristwatches had become obsolete. The wristwatch lost its essentiality when devices for showing time moved into everyone's pocket. Now the wristwatch is one of the few pieces of jewelry many carry, its main function being to serve as the icing on your outfit cake. As product designers influenced by the Scandinavian tradition of functionalism, we where intrigued by this fact.
"Faced with the challenge of designing an object, when that specific object's raison d'etre was very much in question, the design studio turned its focus in a more philosophical direction - how do you design for time? No.1 is the first result - an iconic watch that aims to withstand shifts in times and styles." – Form Us With Love
No.1 comes in stainless steel with black ion plating - a resilient deep surface treatment. The inside holds a Japanese quartz clockwork. The accompanying NATO wristband in woven nylon is attached without screws or hinges. The watch is available with white or black face.