Heart of Quartz
Client: Uniform Wares
Agency: Savage & Civil
Role: Creative Direction, Art Direction, Motion Design Lead
The true beauty of an M42 PreciDrive Chronograph doesn’t lie in the technological aspect. In this campaign for Uniform Wares, a closer look reveals breathtaking underlying cosmic forces that makes it possible.
Poetry of Nature
For decades Quartz watches have been advertised as technical products, relying on accuracy and innovation as their selling-point. By contrast, mechanical movements traditionally tout the craftsmanship and heritage of watchmaking.
The challenge for Uniform Wares was to break free from this dichotomy. Neither can be considered less-than or better than the other, because they are two very different ways of looking at time.
If a mechanical watch is the result of masterful craftsmanship, a Quartz watch is the result of the cosmos itself. A PreciDrive quartz movement is made possible by the fundamental molecular structure of quartz crystals. It’s measuring time using the rhythm of the universe.
STILL
IN SITU
