![]()
Simple and minimalist design allows for maximum versatility. As the saying goes, less is more. This rings true for your everyday go-to watch.
With that in mind, we wanted to create a good looking watch, timeless in design and be counted on for every occasion. To withstand the daily hard knocks, its mechanism and build should be reliable and durable. We also wanted to make it affordable for everyone, unlike an expensive piece of jewellery that spends most of its days in a safe.
![]()
![]()
This ideal perfectly encapsulates our aspiration for the watches. We embedded this aesthetic ideal into the following design principles:
- Form - minimalist and timeless design
- Function - precise time keeping using time-tested technology and durable premium components
- Usability - comfortable to wear and easy to use
- Price - affordable
![]()
![]()
Our design journey started from a blank slate. Only elements that served an essential function or aesthetic purpose were added. For example, we did not want the lugs typically used on watches. Instead, we hid the strap fastening mechanism behind the casing for a clean look. The design went through many reiterations and refinements, taking almost a year to arrive at its final form.
![]()
From here, we applied three colour variations to appeal to different looks:
- A01 - Gunmetal casing, stainless steel face dial with black leather strap. A bold and monochromatic look. The actual second hand in the final product will be in medium grey color as shown for A01w below.
![]()
- A01w - Gunmetal casing, white face dial with black leather strap. A classic look and slight variation of face dial from A01
![]()
- A02 - Rose gold casing, white face dial with tan brown leather strap. A sophisticated and clean look.
![]()
![]()
Where a single weak link could compromise the overall integrity of a delicate machine such as a watch, it was crucial that we worked closely with the watch manufacturer to ensure that each chosen component was of an exceptionally high standard. As a result, the best quality materials comparable to high-end designer brands have been used, but without the high price tags. In keeping to our minimalist design, we've now created watches that not only look good, but are also affordable and able to withstand the rigor of everyday use.
![]()
- Watch diameter: 38mm
- Watch thickness: 8.25mm
- Swiss Ronda Powertech, Caliber 515
- 316L stainless steel casing with PVD (Physical Vapour Deposition) coating
- Sapphire crystal glass
- 5 Atmospheric water resistant
- Genuine calfskin leather strap with quick release pins
High quality Swiss quartz movement was selected for its accuracy and durability. This is encased in a surgical grade stainless steel casing that is not only strong but also resistant to rust and corrosion. The dial face is further protected by a flush mounted sapphire crystal glass, the second hardest material surpassed only by diamond, ensuring that the glass face doesn't scratch easily.
![]()
For maximum user comfort and style, genuine calfskin leather is used for the strap. Finally, for quality assurance, each watch will be individually tested on the production floor for accuracy and water resistance.
![]()
![]()
Arising from backers' requests, we have introduced optional stainless steel mesh straps in matching rosegold and gunmetal colors. You can easily swap the straps with the quick release pins provided, allowing a new look with the watches. They are available to our backers at discounted prices for a limited time. http://www.ikistudio.net/#!strap-purchase/zwaoc
![]()
![]()
"The competition is fierce amongst new minimalistic designs and creating your own unique expression is hard, thus it's always impressive when a brand really succeeds!
There's a fantastic uniformity to this watch. The cylindrical crown matches the clean cut case as well as the sharp angle created from the lug-less strap attachment. The small font of the indices matches the thin hands nicely, even the logo follows the same pattern! Love the sublime coloring of the seconds hand as well."
- Nouwatch on iKi model A02, May 2016
![]()
![]()
![]()
![]()
Risks and ChallengesThe last 12 months were spent refining our design and more recently, working with our manufacturer to finalise a realistic and achievable production schedule. We’ll now be monitoring the quality and timeline closely to ensure there are no unexpected surprises. Regular updates will be provided at specific milestones or if there should be any changes.