[Stockholm], October 30, 2012 - "Tid" is Swedish for time. TID is a small Swedish design brand with a big ambition - to produce iconic products designed with time as a principle parameter.
TID is now launching their first product, befittingly a timepiece. The No.1 wristwatch is a black ion plated milled stainless steel watch designed by Stockholm based studio Form Us With Love:
"The idea of designing No.1 came from the somewhat paradoxical insight that wristwatches had become obsolete. The wristwatch lost its essentiality when devices for showing time moved into everyone's pocket. Now the wristwatch is one of the few pieces of jewelry many carry, its main function being to serve as the icing on your outfit cake. As product designers influenced by the Scandinavian tradition of functionalism, we where intrigued by this fact. Faced with the challenge of designing an object, when that specific object's raison d'etre was very much in question, the design studio turned its focus in a more philosophical direction - how do you design for time? No.1 is the first result - an iconic watch that aims to withstand shifts in times and styles." - Form Us With Love
No.1 comes in stainless steel with black ion plating - a resilient deep surface treatment. The inside holds a Japanese quartz clockwork. The accompanying NATO wristband in woven nylon is attached without screws or hinges. The watch is available with white or black face.
No.1 retails at 1.995 SEK / 240 EUR and is available from selected shops and online from www.tidwatches.com