Vision
The goal was to create watches that capture the automotive spirit in a coherent and focused design.
The Tachometer Dial
Transplanting a tachometer face onto a watch dial was an obvious decision: Both are meant to convey important information quickly to the user. It was important to find a balance where usability was not compromised over aesthetics: the traditional clock layout is still maintained. Very few other automotive watches implement this idea well.
The Lugless Case
An unusual design choice that comes with its own packaging difficulties. The hidden lugs create a minimalistic look resembling an instrument gauge.
The Start/Stop Crown
Like the push button start ignition of a car, the crown is the critical link connecting the user to the movement—the "engine" of every watch.
The spiral knurling is an intersection between functional design and cohesive aesthetics. Emulating helical cut drivetrain gears, the aggressive knurling also provides a positive grip.
The Seatbelt Strap
Polyester watch straps create a look similar to seatbelt webbing. The exceptional comfort and pleasing glossy look was the final key element to tie the overall design together. Every high visibility design element played a purposeful role in the overall product.