In watch design, it is expressed in the form of distinctive dials, solid indices, and delicate colors. When used correctly, it can emphasize the artistic aspect and bring aesthetic benefits, but when used incorrectly, it can also ruin the design. This article features the results of taking the Art Deco style seriously and creating attractive timepieces.
Text by Logan R. Baker
Articles published in March 2020
Art Deco and Clock Design
The term Art Deco seems a bit overused in the watch industry these days. It's loosely adopted as something that appeals to everyone, thanks to its geometric shapes and vintage aesthetic. While Art Deco may gain instant appeal when spoken about, it remains a profound presence, beloved and studied across a wide range of fields, including art, design, and architecture. In fact, it's impossible to walk the streets of New York City surrounded by its skyscrapers without seeing its influence.
Panerai
"Radiomir 3 Days Acciaio"
As Panerai enthusiasts know, the history of Panerai's watch retailing began in 1860, when the Panerai family opened a watch shop and workshop in Florence, Italy. In the early 20th century, the shop moved to the Archbishop's Palace in Piazza San Giovanni and changed its name to "Orologeria Svizzera" (Swiss Watch Shop). The store sold not only wristwatches and pocket watches, but also table clocks and grandfather clocks. The Radiomir 1 Days Acciaio, released by Panerai in 2018, sought inspiration from the brand's early history. Panerai took notice of a pendulum grandfather clock on the first floor of the store and decided to reinvent its design as a wristwatch.
The resulting Radiomir 2 Days Acciaio comes in a 47mm satin-finished stainless steel case and is available with two dial colors: ivory and black. Both models feature retro-style dials with Art Deco-style Arabic numerals, a railway track chapter ring around the outside of the dial, and another ring on the inside. The use of a candle-shaped minute hand and a spear-shaped hour hand is a first for Panerai. Both models are priced at 100 million yen (excluding tax) (the ivory model is already sold out).
Jaeger LeCoultre
"Reverso Tribute Small Seconds"
When it comes to Art Deco watches, many people think of the Jaeger-LeCoultre Reverso. The Reverso's case clearly incorporates elements of the Chrysler Building in New York, designed by William Van Alen and considered the pinnacle of Art Deco architecture. It shares geometric shapes and the modernist ideals that inspired the spread of Art Deco. For a concrete example, compare the parallel lines jutting out from the Reverso's case with the Chrysler Building's ornate domes and spires. The Reverso Tribute Small Seconds, released in 2018, features an eye-catching wine-red dial. Flip it over to reveal the caseback, a reference to its history as a polo player created in 1931. The stainless steel case is paired with a leather strap designed by Casa Fagliano in the same color as the dial. It costs ¥87 (excluding tax).
Tissot
"Tissot Heritage 2018"
The Tissot Heritage 2018, unveiled at Baselworld in 2018, became a hit watch of the year for its excellent value. The large Arabic numerals and Tissot logo printed on the brushed dial, along with the sharp, faceted lugs that conform to the wrist, all struck a chord with watch enthusiasts. The price of 11 yen (excluding tax) is very reasonable and affordable. The watch's design is inspired by antimagnetic models produced by Tissot in the 1930s and 40s. Tissot was a pioneer in introducing antimagnetic watches to the market. The Tissot Heritage 2018 recreates the classic features of the era, including a clean dial design, stainless steel case, thin hands, high-quality movement, and affordable price. The movement is the manually wound ETA 6498-1.
