Creation of a modern classic watch brand
Emit is a collection of Swiss made watches which pay homage to the timeless design and craft of a past era with the reliability and precision of modern manufacturing. The name Emit is ‘time’ spelt backwards, which plays on the idea of looking back in order to move forward. This project took us from conception to completion, naming to narrative and from identity to reality.
We customised a vintage 1950’s typeface with modern typographical details, used a vertical line throughout all touch points as a subtle reference to a timeline. The photoshoot was traditionally styled and in contrast shot by contemporary fashion photographer Sarah Piantadosi.