Celebrating twenty years of Urwerk craftsmanship

Theweek

Celebrating twenty years of Urwerk craftsmanship"


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Watch design is an extremely difficult job. A new product must be sufficiently different to create a bit of a buzz, yet traditional enough to keep potential buyers happy. This is a very fine


line to tread, as a new timepiece runs the risk of either alienating the public or making them yawn.


A bold solution to this design restriction was presented 20 years ago by the Swiss brand Urwerk: rather than working within the framework of dial design that can be traced back to medieval


church clocks, it decided to throw out the rulebook and look at the representation of time with a completely fresh set of eyes.


The company is headed by Felix Baumgartner – the Swiss master watchmaker, not to be confused with the Austrian skydiver of the same name – and fellow countryman Martin Frei, a graphic


designer. The two men set out to make watches that were powered by the finest haute horlogerie, but designed like a machine from the future.


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