Concept

A bold reimagining of MVMT’s modern x minimalist men’s flagship watch collections: The Classic and The Chrono. The large specs speak to the style preferences of the brand’s core male customer: a 43mm case diameter for the 3-hand timepiece and a 44mm case diameter for the chronograph version.

Evolution

The idea was to turn MVMT’s original design DNA up a notch, with bolder lines and stronger lugs for a more dynamic look. The Classic watch would be reimagined as the crisp and clean Element 3-hand watch, and the chronograph version would evolve from there.

Chronograph 2.0

The chronograph version, the Element Chrono, grew by 1mm in case diameter to make room for the sculpted sub dials, adding more dimension, depth and personality to the hyper-minimalist face.

Form

The case was equipped with more masculine, geometric lugs pulled from minimalist furniture design and brutalist architecture. The sub dials took on a unique concave shape inspired by stereo subwoofers for a fresher feel.

Finish

The ideal balance of innovative design elements and mainstream commercial attractiveness. Its interchangeable strap functionality allowed for a stainless steel link bracelet or leather band option for ultimate versatility.

CMF

We explored the possibilities of new blue and olive IP plating, as well as several dial combinations like brushed salmon and sunray. However, contrasting sub dials ended up looking less appealing than our finalized vision of uniform, single-colored dials.

Final selectcion

Several basic, universally attractive colorways met exciting color pops and a more directional white dial x bronze case combination. Monochrome brushed gunmetal case x steel link bracelet versions were the hardest hitters.