In our modern society, and particularly at the moment in this constantly changing world, time can often seem to pass us by in the blink of an eye. The growing need to slow down, and our craving for stillness and clarity, is a phenomenon that has been highlighted by renowned trend forecaster Li Edelkoort. ‘People are taking time to question the meaning of life and work, to think about withdrawal and simplicity, about commonality and complexity,’ she explains. It’s a concept that extends through many facets of life, from finding the beauty in the minimalist, to consumers increasingly demanding sustainable and ethical alternatives.
Rado has worked with Edelkoort for many years, but for the first time is presenting a new timepiece in collaboration with the forecaster. The watchmaker’s True Thinline was the natural choice for such a partnership, with the clean, aesthetically pleasing lines of its monobloc design, constructed from innovative, high-tech ceramic. Embodying the mantra ‘less is more’, the all-white design, right down to the hands and transparent logo, is almost stark in its simplicity, while the ergonomic quartz watch measures in at just 5mm thick.
The packaging has also been carefully redesigned, made from a recycled plastic that also doubles as a travel case. Meanwhile, the care instructions have been slimmed down in the form of a QR code, allowing them to be easily accessed digitally.