Time and tide wait for no man but humans have long tried to own time in their own right. While humanity still struggles to build a machine that would allow it to do so (H.G. Wells might have to wait for a few more decades before his fictional time machine becomes real) ; we certainly continue to try in other ways. Often forgetting that time is not something to be captured or owned but treasured.
Horology (which for the uninitiated is a fascination of time pieces) and thus horologists, those who are aficionados of anything that helps keep track of time; a new brand called Nordgreen is worth a read. Nordgreen focuses on the minimalist design philosophy that is quite popular these days. And who else to do minimalism better than the Danes?
Using iconic Danish designs, Nordgreen which is based in Copenhagen has come up with some classic Scandinavian designer watches. The name itself pays homage to what it stands for – Nord clearly showcasing the Nordic heritage that the products proudly carry whilst the green underlines the focus on sustainability.
Their chief designer – Jakob Wagner who has previously worked with and designed products for familiar Scandinavian brands such as Bang & Olufsen , Alessi , Capellini to name a few has a fantastic philosophy :-
“When your design is just right, where it is the simplest expression of an idea, then does it attain integrity.”– Jakob Wagner
The watches that form part of this brand somehow manage to convey great aesthetics without straying from the core danish design principles of being simple yet functional. The world fell in love with Danish design back in the 1950s and that love affair is very much still on. Its the same classic philosophy that simply cannot be explained in words, that of ‘having less but enjoying more’.
Seen below are some timeless classics from Nordgreen:
While the brand doesn’t make a big show and dance of and thus earns brownie points from us is the clear concept of corporate social responsibility. Each watch sold comes along with the opportunity for the customer to choose to give back to a cause which they wish to support. Nordgreen has tied up with three global NGOs each a leader in the fields of health, education, and environment. Every watch sold comes with a unique serial number that allows tracking of what your contribution has actually helped achieve.
The Nordgreen watches serve as an excellent reminder of why the Danes are so good at designs. Meticulously made, elegant with no matter what you are wearing, a gentle reminder of not just what the time is but more importantly how precious it is to treasure the moments of life.