CARRERA TIME MACHINE

2015.09

for TAG Heuer

A collaboration with TAG Heuer, the world-renowned Swiss watch brand known for their high-quality sports watches. The model is based on the CARRERA, which is one of TAG Heuer’s boldest and sportiest models. The face, case, and armband have been kept completely unchanged, while the clock hands have taken on a more classical shape. It conjures up an image of having gone to a local traditional watchmaker to get a chronograph watch repaired, only to find that the elderly proprietor has put on a pair of clock hands from a vintage watch by mistake; a design born from a single ‘error’ or ‘wrong feature’ , reinventing itself to create a new kind of ‘right answer’. To accentuate the sense of incongruity and strangeness in this watch, the packaging takes its motif from an old book, revealing when opened a red bookmark and paper knife in the shape of a classical clock hand together with the watch. The watch also comes with a glass clock stand, individually handcrafted from an antique jar. The shop displays of this watch feature the aforementioned products and packaging, together with a range of tools and trinkets reminiscent of an old watchmaker’s workshop scattered around. Above this layout is a mass of conventional silver clock hands dangling in mid air, with just a single red classical clock hand floating and standing out in their midst.

与全球知名的瑞士手表品牌TAG Heuer（泰格豪雅）合作，以其高品质运动手表闻名。该模型基于CARRERA，这是豪雅（TAG Heuer）最大胆，最运动的模型之一。表盘，表壳和臂章保持完全不变，而时针则采用更为经典的形状。它让人联想起去当地传统制表师修理计时表的印象，却发现年老的老板错误地戴上了古董表上的一对钟针。设计源自单一的“错误”或“错误特征”，然后进行自我改造以创建一种新的“正确答案”。为了突出这款手表的不协调感和陌生感，其包装采用一本旧书的图案，与表一起打开时会露出红色的书签和纸刀，呈经典的钟针形状。这款手表还配有玻璃钟架，该钟架由古董罐单独制作而成。这款手表的商店展示采用上述产品和包装，并配有各种工具和小饰品，让人联想到周围散布着老表匠的作坊。在此布局上方是一大堆传统的银质钟针悬在半空中，只有一只红色的古典钟针漂浮并在其中部突出。