Standard designs - which seem as though they would be easy to create

so long as they conformed to the rules - first come into being with

their creators paying meticulous care to the finest details; these

designs strongly attract people.

 

It's its very commonplace nature that gives a shape value.

The universality and conviction that comes from this; that's the "standard" this project visualizes.

Fascination captures people's imaginations and affords them the joy that comes with wearing something good; for designers, it means discovering for themselves the joy in the art of creation, and in doing so losing themselves in the creative process.

Where does time come from, and what kind of watch displays this time? We created various designs for watches which give an image to a “radio wave.”

We have tried to show the value of “refinement” that is significant for SEIKO by a design with a delicate idea which is unique to a watch.

We created new watches through activities that have tried to rediscover “everyday ordinary phenomena” that we may not have noticed experiencing.