The Swedish designers of TRIWA watches are confronting minimalist Scandinavian design aesthetics full on with their latest collection for AW11.
Pitching the label as the rebels of watch design, TRIWA watches are sophisticated but unpretentious, playful but not childlike.
TRIWA is a Swedish watches brands created to reflect the attitude of the wearer. Precision machinery for the rebellious at heart; for creators and artists.
For the new AW11 collection the unruly design collective behind TRIWA watches are returning to their Swedish roots to challenge the minimalistic side of Scandinavian design. The collection shakes off the less is more vision by taking inspiration from the 1960s – a time when Sweden was more associated with sinful living, bold design and statements rather than sleek chairs named Sven.
Says head designer Susanne Borgi, “Sweden in the 60s was such a vibrant place, rules were challenged in a way that we don’t see today and we really wanted to capture that feeling.” The result is a collection inspired by everything from colourful clogs to automobile classics such as the Volvo P1800.
We have the crisp watch face in vivid purple, earthy peat with orange, or black with gold. The watches are names for the colour so we have Purple Rain, Heron Brown and Ebony Gold. Our favourite models contrast cold steel with straps in organic leather to in the same colour as the watch face. The leather is sourced from TRIWA’s local tannery Tärnsjö.
“The people at Tärnsjö use the same techniques that have been used for centuries. It’s both organic and gives the material a sense of personality, which we feel have been lost for the sake of streamlined production,” says Bargi.
To accompany the launch of the new collection, TRIWA watches have collaborated with Swedish photo artist Fredrik Ödman who has created a fantastic series of images inspired by the new collection and guided by the statement ‘ADDING COLOUR’.
“Our philosophy ‘ADDING COLOUR’ is about creative expression and artistic attitude. We wanted to show this by working with artists for our visual communication, rather than a fancy advertising agency,” says Ludvig Scheja, Creative Director.
Ödman has a background in painting as well as photography, and that really comes across in his vision of an enchanted world for TRIWA watches. The images work with the watch colours, and also with the contrast of materials to create fantastical imaginary animals to represent each watch. They are wonderfully shot, still life hybrids frozen on museum plinths that draw attention to the creativity of the brand.