Freedom To Exist's debut timepiece is a move away from "the noise of branding"

Dezeen Watch Store: west London-based watch brand Freedom To Exist has launched a minimal timepiece that is designed to reference the classic detailing seen on vintage watches.

The 30 Edition is the first timepiece from Freedom To Exist. In an attempt to shift the focus from branding to quality design, the logo is deliberately hidden where only the wearer can see it.30 Edition by Freedom To ExistThe 30 Edition is the first timepiece from Freedom To Exist. In an attempt to shift the focus from branding to quality design, the logo is deliberately hidden where only the wearer can see it.

"We didn’t want to have a logo emblazoned on every component of the watch, which is pretty common today," co-founder Kirsty Whyte told Dezeen. "We wanted a little space away from the noise of branding and technology too."

30 Edition by Freedom To Exist

The watch features a domed lens, brushed case and polished bezel. It carries a Swiss movement and has leather straps.

The minimal metal hands and minute and hour markers were based on similar features on classic watches.

The name comes from its 30mm size, conceived after the founders saw a gap in the market for scaled-down unisex watches. It is now available to buy from Dezeen Watch Store in gold/black, rose gold/tan or silver/nougat.

30 Edition by Freedom To Exist

"We want to create something free from fast fashion and trend," said Whyte. "We let the design speak for itself and keep our name hidden where only you can see it."

Established in 2015, Freedom To Exist is a self-funded start-up watch brand based in west London. The three founders have a long-standing passion for design, and wanted to create timepieces defined by classic detailing.

Get your Freedom to Exist 30 Edition on Dezeen Watch Store »

Other recent arrivals to Dezeen Watch Store include VOID's first timepiece for women and AÃRK's Classic Neu, featuring a dodecagon-shaped face.