Made by Iceland
Client: Uniform Wares
Photography: Darryl Stoodley
Music: DjRUM
Strategy, Direction & Creation: Daniel Danielsson & George Andrea
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 the fundamental cosmic forces that makes such watchmaking precision 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 craftsman, a Quartz watch is the craftsmanship of the cosmos itself. A PreciDrive quartz movement is made possible by the fundamental atomic structure of quartz crystals. It measures time using the rhythm of the universe.
IN SITU
