squarestreet designs watches for those aiming beyond the arid design ethos of two thin black sticks stuck in the middle of a white circle. We aspire to make more look like less, by utilising clean aesthetics then pairing it with textures, patterns and well balanced intricate geometries.
Now we can proudly presents our latest development. A 40mm Swiss powered moon phase Chronograph with an inimitable silhouette.
30 gruelling months of development. Pushing, refining and overcoming to bring you something that truly speaks for itself not only in terms of aesthetics but also performance.
I have to admit that it was somewhat daunting at first to design a watch to succeed our current SQ38 Plano, due to its universal appeal and debonair balance between elegance and modernity. In the end I decided that the best way to follow up was simply to keep the soul intact, but give it a body and character all its own.
Novem, Latin for the number 9 refers here to the 9 phases of the moon, but has been an auspicious digit in the history of many ancient cultures. It also traditionally represents the limit or ultimate attainment, as it is the last number in the base 10 system.
The geometries of Novem's case and detailing draw inspiration from a wide variety of sources, but one stands out in particular. The Hallwyl Museum in Stockholm. Both Palace and practical residence at once, with sweeping eccentric forms as well as sharp geometries. It embodies both the classic turn of the century elegance along with many technically advanced, and for it's time, futuristic features such as telephone, electricity and central heating.
So here it is. Asymmetric case, hidden pushers, true sapphire crystal lens, custom moon phase and a look all its own. Scroll down to get up close and personal, and if you like what you see, let's give this project some legs!
With Novem it's all about the details, so let's take a closer look at what it is that makes this Chronograph Moon Phase so intriguing.
Offering something for everyone. Light, summery and linen suit casual with eggshell white dial on gold case and camel strap, or blacked out in matt PVD for everyday elegance. The gold case and jet black dial with deep navy strap pairs perfectly with formal wear and is my personal favourite.
Behind every great brand are equally amazing people, and squarestreet has 2. Alexis Holm on your left spearheading the creative and William on the right keeping it all together. We don't bring in any 3rd parties. Every image, video, graphic, idea and copy is designed, shot, fillmed, created, thought up and written by us.
If you're still not convinced, then click play below to check out our short style video showing Novem in motion.
Even though designing and producing beautiful watches could be seen as a good cause in itself, we feel that the opportunity to share our work with the rest of the world is also the best possible time to create awareness about a problem facing us all. Plastic.
Plastic Oceans is working tirelessly all around the globe to enlighten, educate and change our perception of single use plastics, so that we can slowly start reducing the amount of micro plastics that end up in our oceans, fish, drinking water and ultimately ourselves and our children.
5% of all profits from this Kickstarter project will therefore be handed over to Plastic Oceans so that they may continue the fight to save our seas for coming generations.
Risks and challenges
Well, we've been doing this for a while already, so there's absolutely no doubt in my mind that we'll get it done on time, just the way we want it.
The custom moon phase disc did cause us a great deal of trouble but after 6 reprints and 2 redesigns it's pretty much perfection.
Should you have any concerns or questions just contact us directly and we'll straighten everything out.Learn about accountability on Kickstarter
- (30 days)