Instrmnt takes the next step with new campaign


Glasgow-based design studio Instrmnt has released its 2015 campaign for its newly revised Instrmnt 01 series of watches.

The campaign follows a period of exclusivity with Dezeen Watch Store, where the brand became a bestseller. It is now looking to  develop a small network of global retail partners.

The campaign has been shot by acclaimed photographer Neil Bedford and is the first in a series of studies taking inspiration from mined, naturally occurring materials and their derivatives that are involved in the manufacture of each watch. The shoot features models George Koh and Lizzie Rankin.


The Instrmnt 01 series has been re-issued with a number of aesthetic and technical modifications including upgrades to the PVD coating, hands, a new reprinted date dial and a new strap. Each watch is now shipped with a calf leather strap, produced by one of the last remaining strap makers in the Bavarian Forest.

Founders Pete Sunderland and Ross Baynham launched Instrmnt late last year with Instrmnt 01, a minimalist steel watch that takes inspiration from the industrial design of the mid-20th century and comes as case, springbar and strap with a tool so that owners carry out the final stages of assembly themselves.


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