Mechanical Design & Digital Loop

DESCRIPTION: Modern unisex digital watch concept by Philippe Starck.

TEAM: Concept-Philippe Starck, iD/Production-Pete Kelly, Product Manager-Bill Morgan, 3D Modeling/Visuals-Michael Curry, Art Direction-Bill Morgan

CONTEXT: Starck was well aware that his original concept was unrealistically thin and missing mechanical design. Packaging the digital module into as sleek a form as possible that felt designed and modern was the goal. Our approach was to model the form in 3D then cut away parting lines for the mechanical design. The strap adjustment system was risky and revolutionary at the time where you had to cut the PU strap and assemble the buckle…no turning back! The bracelet was unique in that it was actually a PU strap with fitted metal rings around it giving the look of solid metal.