A Provocative Product Briefing; Li Edelkoort questions our sense of time.
Truly; we were quite stunned to hear what Rado shared with us, by approaching us to discuss whether their co-operation with Li Edelkoort was something worthwhile sharing with our network.
It’s about time; the search to fathom how the current situation being experienced by the global community may be changing our perceptions, values and actions was expressed in 2020 by Li Edelkoort’s much sought-after manifesto on Stillness. The undercurrents and acceleration of shifts we may feel become comprehensible with her words. They resonate in us and provide orientation. It suggests nothing less than questioning our sense of the time.
Surprising; Our long-standing partner never ceases to surprise with highly inventive material combinations and products that make iconic design statements. We appreciate the watch brand’s truly unique stance with a pioneering legacy that is rooted in the 1960s.
Another surprise of its kind is also the new Rado True Thinline developed with Li Edelkoort; she challenged Rado with nothing less than a watch that doesn’t tell the time so clearly. Given the fact that the reputation and global leadership of the Swiss watch industry is built on its precision to keep and tell the time, this seems to be quite a provocation. And it truly is and certainly takes courage and mature far-sightedness to take on the challenge.
So yes, we thought that this is a daring product story you might appreciate learning more about. We are inviting you to listen to Li Edelkoort and Dr. Christian Verdon, Rado Head of R&D, who was challenged to create a watch unlike any other.
Yours, Design Prize Switzerland
Li Edelkoort speaks about a new era
Li Edelkoort is one of the most sought-after trend researchers of our time. Her accurate analyses not only offer an insight into the latest trends, but also sketch out a vision of tomorrow’s society. She currently sees an increasing need to slow down the pace of our lives: “People are taking time to question the meaning of life and work, to think about withdrawal and simplicity, about commonality and complexity,” says Li Edelkoort.
It’s about more than just respite. “People are finally ready to change their behaviour and break free from their shopping addiction,” notes the trend researcher. “The industry will respond to this, slimming down designs and producing responsible products that last. But that doesn’t mean we will stop making beautiful things – on the contrary. The focus will be on less and better, reduced and exceptional, sustainable and intuitive.” Rado is once again a pioneer in this respect. The future-oriented “Master of Materials” works with extremely durable, scratch-resistant materials and focuses on clear, slender shapes and a sensual feel.
Rado True Thinline Stillness — a long-lasting companion
Rado has been in close contact with the Dutch trend researcher for many years. Now, for the first time, Li Edelkoort is presenting a timepiece in her name together with the Swiss watchmaker.
The flowing shapes of the ultra-flat True Thinline served as inspiration, combining two of our most prominent innovations: scratch-resistant high-tech ceramic and the pioneering monobloc construction. The watch is presented for the first time in the new Rado packaging, which is all about reusability. Its centrepiece is a small high-quality box made from recycled plastic that can be used as a travel case. It is accompanied by a card holder made from black cardboard. Instructions for use are omitted in favour of a QR code.
Overall, the new model delivers a modern interpretation of the design concept “less is more”. The 5 mm thin, warm-white high-tech ceramic case measuring 39 mm in diameter is adorned with a titanium back with sapphire crystal, which bears the words “STILLNESS Lidewij Edelkoort SINCE 2020”. A white dial is presented under curved white frosted-effect sapphire crystal. White hour and minute hands, a transparent Rado logo and a high-tech ceramic bracelet in a matching colour complete the monochromatic look of this contemporary Swiss-made quartz watch.
Telling the time becomes a deliberately contemplative moment with the Rado True Thinline Stillness. “Knowing that time is in our hands while also forgetting it at the same time,” is how Li Edelkoort describes it. “Freeing ourselves from the hustle and bustle of our daily lives by extending awareness for a second, realising the majesty of a minute and grasping the empathy of an hour.” In this way, the new model gives us something that can be enjoyed anew every day: a moment of stillness and meaningfulness.
The Making of a Statement Watch
Design Prize Switzerland in conversation with Dr. Christian Verdon, Head of R&D at RADO
