Swedish design group Form Us With Love has just released a watch produced by TID (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.
The watch by Form Us With Love is called No.1; a black ion plated milled stainless steel wristwatch. The wristband in woven nylon is attached without screws or hinges. The watch comes with white or black face.
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, says Form Us With Love.
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.