nendo has collaborated with TAG Heuer (the world-renowned Swiss watch brand known for their high-quality sports watches) to design the new watch Carrera Timemachine. The model is based on the Carrera, which is one of TAG Heuer’s boldest and sportiest models.
Carrera Timemachine
Based on the Carrera, the new chronograph watch by nendo for TAG Heuer is a design born from a “wrong feature”, reinventing itself to create a new kind of “right answer”.
View Article details
- 03 December 2015
- Tokyo
The face, case, and armband have been kept completely unchanged, while the clock hands have taken on a more classical shape. It conjures up an image of having gone to a local traditional watchmaker to get a chronograph watch repaired, only to find that the elderly proprietor has put on a pair of clock hands from a vintage watch by mistake; a design born from a single “error” or “wrong feature”, reinventing itself to create a new kind of “right answer”. To accentuate the sense of incongruity and strangeness in this watch, the packaging takes its motif from an old book, revealing when opened a red bookmark and paper knife in the shape of a classical clock hand together with the watch. The watch also comes with a glass clock stand, individually handcrafted from an antique jar.
The shop displays of this watch feature the aforementioned products and packaging, together with a range of tools and trinkets reminiscent of an old watchmaker’s workshop scattered around. Above this layout is a mass of conventional silver clock hands dangling in mid air, with just a single red classical clock hand floating and standing out in their midst.
Carrera Timemachine
Design: nendo
Client: TAG Heuer
Price: 550,000 JPY (available for purchase in Japan only)
Photos: Hiroshi Iwasaki (watch), Akihiro Yoshida (package and other)