Less is more – this is the phrase that describes the core of the minimalist aesthetic. To the minimalist eye, a reduction of form is the best way to go, all while making sure that the functionality of the item remains. In other words, a happy meeting between function and form is the basis of minimal design.
In watchmaking, minimalism is quite common, as many people enjoy simple watches that have simple and elegant designs that will complement their outfits.
When it comes to minimalism, many people love the clean aesthetic that characterizes Scandinavian design. Nordic people are known for their practical industrial design and their simple and aired visual approach. Usually, Nordic designs are known for making use of simple lines, bold, clear colors and for placing the accent on the functionality of a piece. Form seems to always follow function and not the other way around in the Scandinavian mindset. In practicality, the way this is expressed is that the main aspect of a watch is its time-telling function rather than its design and its complications.
Today, there are several brands that have gained the public’s attention with the help of their use of Scandinavian minimalism. A great example of a Scandinavian brand with a clear Nordic minimalist aesthetic is Danish company Nordgreen. The label has gained much attention after becoming one of the most-funded fashion Kickstarter project, raising $250000. The watches are outlined by former Bang & Olufsen designer, Jakob Wagner; who commented on the brand saying: “When a design is completely right, when it reflects the most simple expression of an idea, the point where nothing can be added nor removed – that’s the point when a design achieves its integrity. When this happens, a special bond is created between the human and the object, which makes us happier for every time we interact with it”.
Besides the strong concept, Nordgreen is also engaged in trying to give a helping hand to the needy by creating a Giving Back Programme. For each watch sold, Nordgreen empowers the customer to give back to one of the three causes: either 2 months of clean water to a child in Central Africa, 2 months of education to a child in India or to help the preservation of 200 square ft of rain forest in Latin America.
The Nordgreen watches are simple, the focus is placed on the dial and the numbers and the date indicator comes as a nice touch, being simple and easy to read.
Watches such as the Nordgreen watches definitely have an aesthetic inspired by the Bauhaus movement. This movement had at its core the idea of mixing fine art with craft. In many ways, it was the beginning of what we today describe simply as “design”. The Bauhaus aesthetic was characterized by the use of clear geometry and had a strong anti-decorative perspective to it. Bauhaus wanted to bring soul to mass-produced items, but at the same time to make sure that these don’t lose their personality.
This is why they focused very much on the idea of form following function and made sure to keep their products minimal.
Thus, because of this strong simplicity, incorporating such a watch into an outfit is easy: to keep it cohesive, minimal watches go with minimal clothes: for example, they make great complimentary outfits to classic office suits. Surely, with a suit you probably won’t want to wear a watch with a rubber or canvas strap (even though textile straps work for rather casual environments): keep it leather or metal. They also work great with so-called “deconstructed” garments. Today, we see many flow
ey, yet structured pieces that are based on simple lines and clean cuts. These are mostly casual pieces, and work best in the summer season or in rather warm climates.
In terms of colors, minimal watches are generally neutral, which means that they can be worn with anything. Such a watch can be an integral part of a color scheme (for example, a blue suit accessorized with a black and white or gold watch) or they can be a contrasting point (for example, a shirt with a very busy print can be balanced out by a simple and clean watch). Due to their simplicity which does not immediately draw lots of attention, minimal watches can be worn almost anywhere: from work to the beach, as they are designed to be part of the very present. In fact, a part of the philosophy of the Bauhaus movement from which so much minimalism derived was to create things that are to be used in day to day life. Minimal watches are also great for those who like wearing really simple clothes, such as tank tops, t-shirts and jeans. For those who want to keep it minimal, but still add some more dimension to their look, a gold or silver piece can work to their advantage: metals are neutrals sartorially speaking, which means that they can be worn with any other color. The Nordgreen watches, which come in models for both men and women, feature interchangeable straps, which means that you can basically wear the same watch in different settings, but change the strap to give your look a different feel. Minimal watches often work well with different types of straps.
This being said, it is important to say that minimalism does not equal plain and simple. It means a condensation of design and an expression for a desire for simplicity.
And, in the end, this is what people who love minimalism seek: a clean design that conveys their interest in a simple lifestyle.
It can definitely be said that people who love wearing simple, minimal designs around their wrists wish to make a statement about their personality, and namely that they are practical, easy-going and efficient.
Ultimately, this is what watches are all about: a communicator of personality through style – and this is why timepieces make for some of the greatest accessories you can wear.
To sum up, you can always remember that:
- Minimalism is specific for Scandinavian design, which focuses a lot on function
- Most minimal watches can be worn with most outfits (they can complement neutral looks or balance out strong prints), but you should make sure not to dress down your suits with details such as rubber straps
- Minimalism basically means a concentration of meaning in little design, and should not be confused with just basic design
Fraquoh and Franchomme
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Further reading:
Three things to look for when buying a watch
Can you buy quality watches at an affordable price?
Style Guide: What is a go-to watch?
The four elements every sports watch should have
Details you should know about watches
The three features every dress watch should have
3 reasons a watch with a brand history is worth it
4 tips on buying an investment watch
3 reasons to wear a great watch
The complete guide to choosing a watch
Universality in elegance: Finding the perfect watch
Emotion and design: The aesthetics of watches
3 reasons to buy a preowned watch
How to match your watch to your clothes
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