Introducing: UNKNOWN. | AIDA Brands
A watch is no longer just a timepiece. We have smartphones to tell us what time it is, as well as where we are, where we're going, and whatever else we may need to know. The launch of the Apple watch earlier this year put paid to the fact that watches that simply count the hours, minutes and seconds of each day are no longer needed.
Maybe this is the future, but maybe there's no need to move quite so fast towards it. We are campaigning for a simpler time (all puns intended). And a chance to look at our smartphones a little less.
Enter new East London based watch brand, Unknown.
The unisex collection is a lesson in discrete and elegant design. Sometimes this word seems a little passé, not so in keeping with a modern brand, and sways towards the feminine. But in definition it means to posses grace and style, or even to be 'pleasingly ingenious and simple' - both of which apply here. Men can be elegant, and design can definitely be elegant, whether male, female or unisex.
The designers, preferring for now to remain anonymous, have a clear talent for subtle colour ways and a refined aesthetic. Their focus on craftsmanship is perfectionist - each piece is worked on in their Shoreditch studio until every detail is complete. Inspired by art, fashion and the area in which Unknown. was born, the collection is a beautiful balance of simple, understated yet remarkable style.
AS A TEAM OF CREATIVE INDIVIDUALS, WE’RE INTERESTED IN EXCELLENT PRODUCT AND DESIGN. FOR US IT’S ABOUT DELIVERING TIMEPIECES THAT WILL SPARK CONVERSATIONS AND ARE AFFORDABLE ENOUGH TO CHANGE WITH YOUR OUTFIT AND MOOD. - Unknown.
Stylist's current favourite: The Engineered.
THE ENGINEERED WHITE DIAL NAVY AND SILVER (right) - Clean, minimal and fresh, with crisp silver detailing on the face.
THE ENGINEERED BURGUNDY AND GUNMETAL (left) - Unusual and striking colour combination, perfect for the new season, when cooler autumnal days and darker nights draw in.
Is it too early to start Christmas shopping? The Unknown. watches come sleekly encased in slender black matte-finish boxes, subtly offset by the gloss black logo. Barely any need for wrapping paper.
IN STORE SOON