Japanese studio Nendo has launched the inaugural collection from its new dedicated watch brand, which is now available to purchase from Dezeen Watch Store. 

The first series from the 10:10 brand is called Window after the shape of its oval bezel, which is curved to look like the window of an aeroplane.

The watch contrasts a chunky lug-less case with a clean white dial. It is available in four colours: black and silver, navy blue, olive and grey or all-black.

The Window 001 comes with a leather strap, while the Window 002, Window 003 and Window 004 have nylon straps.

Every watch also comes with a black leather band, which can be swapped for the wrist strap and attached to luggage like a name tag.

Made in Japan, the watch carries a Miyota movement and has a Sapphire crystal glass lens.

Like Nendo's other designs, the collection is defined by its functional, pared-back appearance. It features numberless indices and no crown or date window. A colon marks 3 o'clock instead, intended as a reference to the brand's namesake.

Called 10:10, it was named after the Japanese word for "two dots", which are universally known to separate the hour and minute numbers on digital clocks.

Nendo was founded in 2002 by Oki Sato. The prolific design brand's output ranges from furniture and tableware to clothing and packaging.

Recent designs include a bespoke drawing desk for a Japanese cartoonist and a rolling office partition which aids creativity.

The prolific brand entered the watch market with its Draftsman series in 2014, a collection inspired by technical drawings and tools.

Oki Sato was recently named the most popular designer on Dezeen's Hot List – the most comprehensive data survey of architecture and design media ever conducted.

He was born in Toronto, Canada, and once described designing 400 objects at a time as "relaxing" in an interview with Dezeen.