A trend in timepieces which has been gaining more and more popularity over time, excuse the pun, is the minimal watch. No I don’t mean something that is barely there, but striped back, simple, functional pieces. Almost as a reaction to the all singing, does everything smart watch trend, these are almost the antithesis to this style of watch.
One such brand that highlights this growing movement, and, does it particularly well is TID. The Stockholm based watch brand founded in 2012 by Ola Eriksson and design studio Form Us With Love. This Swedish design studio founded 2005, operating out of Stockholm. Together the studio has partnered with craftsmen, engineers and material experts to challenge the preconceptions of watches.
TID is the Swedish word for “time” and accordingly TID strives to offer iconic products with genuine value over time. From their studio in Stockholm, they obsess over materials and attention to detail, to produce a limited collection of original, accessible timepieces for their clients to wear day in day out.
TID are obsessive about, time and the aesthetics of their timepieces, on one hand they sets out to make iconic watches to wear through shifts in times and styles. On the other, TID acts as a canvas for artists, thinkers, writers and visualisers to express their opinions and beliefs.
Their classic incarnation, No.1, reduces the functions of a watch to the barest of essentials — an easy-to- read dial, adjustable strap, and two choices of case. No.1 is made of stainless steel, milled and then given a black ion coating for durabilty, a finish that gives it just the right amount of matte versus glass on the wrist, while the only noticable branding is punched into the side. Whereas the new No.1 Steel features a milled solid stainless steel case for durability. Matched with a monochromatic brushed face and hands, it appears to be crafted from a solid piece of steel.