Japanese studio nendo has developed its first wristwatch and corresponding watch brand, launched with the theme “air travel.” Characterized by a gentle curve that runs down the oval frame to an offset glass surface, the watch’s face evokes an airplane window. Additionally, its adjustable leather band can be easily removed and replaced with an included alternate strap that attaches to luggage, becoming a time-keeping nametag.
Always meticulous to detail, the studio decided on the name TEN:TEN because the colon (:) symbol that separates the hour and minutes is expressed by two “ten-ten” marks, the Japanese word for “two dots.” Also inspiring the name were clock product images and brochures that typically show 10:10 as the time, the angle of which is considered to be the most aesthetically pleasing to the eye. Nendo also created a limited edition All Nippon Airways version that features a dial with a gradient that turns from light blue to white, recalling the view out of an airplane window.
Text by Julia Ardila Zurek