Prolific Japanese design studio nendo introduces a new wristwatch brand, designing the brand’s first timepiece. “TEN:TEN” was chosen as the brand name, since the symbol “:” that separates the hour and the minute is expressed by two “ten-ten “ marks, the Japanese word for “two dots”. Another factor was that product images of clocks used in brochures and advertisements usually show the time 10:10, the angle of which is considered to be the most aesthetically pleasing.
The design theme of the first wristwatch is “air travel”. The gentle curve that runs from the oval bezel down to the offset glass surface was used to capture the “the window of an airplane”. The leather band can be easily removed and when it is exchanged with the separate strap supplied, the wristwatch can be attached to the luggage like a name tag. The limited edition ‘All Nippon Airways’ version has a dial that has a gradient from light blue to white, which gives a strong impression of looking out of an airplane window and enjoying the view.
These watches are only available for purchase in Japan for $ 275 USD (Silver) and $ 284 uSD (Gold and Black) without tax.
all images © Akihiro Yoshida