Raymond Loewy was referred to by newspapers as “the man who shaped America”.
He was born in France in the final years of the 19th century, before moving to the US and becoming an all-conquering industrial designer.
Loewy designed trains, buses and cars, along with Coca-Cola vending machines, Lucky Strike packets and the Shell logo.
SevenFriday has long professed a great admiration for Loewy and you can see his functional, no-nonsense principles at work in their watches.
A decade ago, the then-new Zurich brand launched its M-Series watch that told the time via rotating discs.
The retro-futuristic ME-Series is an evolution of that watch.
It features a three-piece 44.5mm stainless steel case.
It is powered by a Seiko automatic movement with a 41-hour power reserve.
It previously came only on a leather strap, but has now been made available with a Milanese steel bracelet.
Time is told via two rotating discs, with versions in either blue or green.
The three sapphire crystals all have anti-reflective coating and the watch is water-resistant to 50m.
The ME1 is protected via a security chip in the caseback that can be registered via the SevenFriday app.
The SevenFriday ME1 costs $1490 plus tax, and is available at sevenfriday.com