With a plethora of minimalist brands competing for attention in today’s fashion watch market, it takes a fresh approach and unique story to make any sort of impact.
Trying to do just that is Instrmnt which, as well as removing vowels from its name, commissioned acclaimed photographer Neil Bedford to produce a set of images to launch its three model K Series of timepieces.
Glasgow design studio Instrmnt not only eschewed vowels, it has also done away with all ingredients and additives that would offend vegans in its K Series collection.
The company describes the range as: “A trio of rubber-strapped, monochrome watches influenced by the science of colour theory and materiality. Instrmnt’s most contemporary design output yet, and first entirely vegan product range.”
The photography accompanying the launch explores “the formation of the materials specified and their relationship with the wearer”.
“The result is a surreal interpretation of pragmatic, theory-led science,” the marketing team adds.
The ‘K’ in K Series is from the CMYK colour printing palette where K stands for Key, and refers to the amount of black required in each dot of colour.
The three watches in the range, designed by Ross Baynam and Pete Sunderland, are 100%, 61% and 31% black. Outside the design world, we’d describe them as black, dark grey and light grey.
The 40mm steel and sapphire crystal glass watches house Swiss Ronda quartz movements.
They retail for £180, mainly from the Instrmnt website, but also design-focused retailers such as Conran Shop.