Moels and Co 528 Watch by Betina Greca Menescal - Moels and Co

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DESIGN DETAILS
DESIGN NAME:
Moels and Co 528

PRIMARY FUNCTION:
Watch

INSPIRATION:
Thanks to my architecture background I am highly influenced by the Bauhaus and Mid-century Modern. I believe that many people like me are experiencing feelings of nostalgia for long-lasting products from the past that bear much simpler aesthetics so I decided to get back to basics and create a product using the same solid design principles from the past and added the best possible components and modern manufacturing.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Moels & Co 528 is a highly distinctive timepiece due to its unique rectangular case shape and the asymmetric dial which was sectioned according to the golden ratio. In addition, the see-through case back that shows the mechanical movement working, a 10 ATM water resistance rating much greater than standard 3ATM, a 3mm thick double domed sapphire crystal used mostly on dive watches and the dial painted with metallic shimmers that change colours depending on the light circumstances.

OPERATION / FLOW / INTERACTION:
Mechanical watches do not require batteries as they are powered through the kinetic energy generated by the wearer's arm movement. A mechanical movement is made entirely of metal and it is incredibly robust, it can be easily serviced and repaired and will last decades with proper maintenance. A mechanical watch is a product that lasts for generations and it never comes to waste, it has an indefinite lifespan which quartz powered watches and smartwatches do not have.

PROJECT DURATION AND LOCATION:
The project started in April 2020 in Como, Italy and finished prototype manufacturing in January 2022 in Como, Italy.

PRODUCTION / REALIZATION TECHNOLOGY:
I used Vectorworks to develop the technical drawings and instead of using 3D printing I built the mock ups myself using only paper, cardboard and velcro. I then forwarded my CAD files to the factory, where they produced the prototype. The case is manufactured with high precision 5 axis CNC machining and it is made of 316L 1.4404 steel which is the most commonly used metal in watchmaking. Stainless steel remains the best material for case production due to its excellent properties and infinitely recyclability with no loss of quality.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The case measures only 33mm in height (41mm with lugs), 45mm in width and 11mm thick including the double domed sapphire crystal. The custom designed eco-friendly package is small, it measures only 18cm x 8cm x 4cm and I designed it to fit into a mailer bag and reduce shipping costs. Leather strap width and length are 22mm/20mm and 120mm/80mm respectively.

TAGS:
Mid century inspired design, automatic watch, designed by woman, clean, classic, metallic colours, TV shaped case, premium materials.

RESEARCH ABSTRACT:
I used only social networks and received amazing feedback from the general public, watch enthusiasts and even from industry insiders. In just two weeks in reputable watch groups and forums I have received almost 5000 likes and more than 1400 positive comments about the design and 99% of them expressed they would definitely purchase a Moels & Co 528 timepiece due to its unique design, technical specifications and price point. This positive feedback was enough for me to valid my design and move forward.

CHALLENGE:
This is my first product and building a product from scratch is challenging, especially with no academic background in industrial design. I spent a long time on researching and educating myself, but my biggest challenge was finding the design path. It took me 2 years to find it but after that the development went smoothly despite the pandemic.

ADDED DATE:
2022-03-24 13:31:11

TEAM MEMBERS (1) :


IMAGE CREDITS:
Image #1: Render by Stefan Brown/Renderologists Ltd, Front View Graphite, 2022.
Image #2: Render by Stefan Brown/Renderologists Ltd, Back View, 2022.
Image #3: Render by Stefan Brown/Renderologists Ltd, Exploded View, 2022.
Image #4: Photographer Betina Menescal, 2022.
Image #5: Photographer Betina Menescal, 2022.
Video Credits: A film by Betina Menescal and David Goncalves. Cinematography and Editing by David Goncalves. Music by Matrika, license code: DJBJEWILOGIQV1DZ. All stock footage legally acquired under Shutterstock license.

PATENTS/COPYRIGHTS:
Mark: MOELS+CO, 2022, Trade Mark No: UK00003689538, Holder: MADMAN & FATMAN LTD.

Visit the following page to learn more: http://www.getmoels528.com/
CLIENT/STUDIO/BRAND DETAILS
NAME:
Moels and Co

PROFILE:
We are a designer watch brand rethinking the way we design, build and sell wrist wear. We look to the future beyond watch making, we are not necessarily locked down in tradition, we are a brand seeking out our own path. We are industry outsiders, we take risks, experiment and innovate. Möels & Co is founded on three values: creativity, desirability and accessibility, this is what guides us throughout our entire design process. Our designs are cool, casual and graced with beauty, elegance and sophistication.

NOMINATION DETAILS

Moels and Co 528 Watch by Betina Greca Menescal-Moels and Co is a Nominee in Jewelry, Eyewear and Watch Design Category.

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AWARD DETAILS

Moels and Co 528 Watch by Betina Greca Menescal-Moels and Co is Winner in Jewelry, Eyewear and Watch Design Category, 2021 - 2022.



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