Hi, we're Ben & David. Welcome to our campaign. We've worked in product design and manufacturing for a total of 20 years and Element24 is our new watch brand.
Our watches have a minimal style. The details are carefully considered to be precise but also subtle; a difficult balance to achieve. We have sought to create watches with real character by using premium materials and modern manufacturing processes.
Spending a lot of time on development ensures the quality is there in the final result. Our watches are meant to last. We have high standards and will only release products if we would be happy to wear them ourselves.
We hope you like the watches and want to reward your pledges by offering some great Kickstarter discounts.
• Unique, high quality, Alcantara® (made in Italy) Straps
• Minimally styled dial; time is the focus
• Ultra High build quality; Sapphire crystal & 316L Stainless Steel
• Reliable Miyota 1L45 quartz movement
• Sized for all; 40mm diameter and 7.6mm thick
• 22mm wide straps with quick release fixings
DESIGN Designed to be subtle & unobtrusive but yet feel intrinsically special. We want the watches to be a joy to own. The dial is extremely clear, reading differently according to the light available. Sometimes it looks bold and crisp, whilst at other times remaining subtle and refined. The colour palette is deliberately narrow. Different tones of grey have been used throughout to ensure that the time is the most distracting element.
MATERIALS The minimal design of the watches means that choosing the right materials is really important. Materials give character, but also tactility and feel to the design. When you pick them up the weight feels right, reassuringly heavy for such a thin profile. We have drawn a line in the sand choosing 316L stainless steel for the case and sapphire for the crystal. Premium materials which are designed to outperform.
FINISHES The main case and clasp hardware are available in a choice of two finishes; matte stainless steel or PVD grey stainless steel. PVD, or Physical Vapour Deposition, is a high quality, high-tech chemical coating that is uniform and won’t wear off. The dials have a matte finish to compliment the case. Light grey for the matte stainless and dark grey for PVD grey.
STRAPS There is a choice of two strap materials; Leather and Alcantara. Leather gives a classical elegance that suits the simplicity of the watch. Alcantara is an Italian performance micro-suede with unique characteristics. It is a material that is more commonly used in upholstering luxury super cars. It has a great blend of durability and tactility while remaining lightweight, and is totally carbon neutral. Perfect for the ultimate watch strap.
VERSIONS We are launching with 3 versions of our new model on Kickstarter:
- Stainless Steel with Leather Strap
- Stainless Steel with Alcantara Strap
- PVD Grey with Alcantara Strap
• Miyota 1L45 quartz movement with separate second hand
• 3 years battery life with replaceable battery
• Water resistant to 5 ATM, or 50 Meters
• Quick release, 22mm wide straps in Leather and Alcantara®
• 316L stainless steel case with laser etching
• Matte stainless steel or PVD grey case finish
• Sapphire crystal
• Designed for all; 40mm diameter and 7.6mm thick
Our first kickstarter campaign was not a success, but we learned so much along the way. When that campaign finished the design work of our second watch began. We wanted the design to be more accessible and even simpler than before. Having existing relationships with manufacturers meant the development process was much quicker the second time around.
The first step in the design process is Concept Generation. We used hand sketches and rough CAD to quickly generate concepts. We looked everywhere for inspiration but remained focused on producing a watch that was simple in design but very well built. As with our wooden watches, we knew we didn't want to just buy an existing watch and put our name on it. The design, materials and finishes had to be just so. We had to design it from scratch.
We narrowed the concepts down to a single preferred option. A 40mm diameter, 7.6mm profile and smooth tapered sides that elevate the face of the watch from the wrist. When viewed from the back the design is not unlike a pocket watch. The watches are designed to allow time to be the emphasis. For this reason there is no branding on our watch dial.
While developing the concept we kept communications open with the supplier. Sharing ideas to ensure the design was suitable for manufacture and opening up the design process. We used paper prototypes to assess size and 3D prints and renders to evaluate the form.
When we were happy with the design we detailed the models in 3D Design Software. This allowed for the creation of Engineering Drawings and the manufacturing and assembly data to be sent to our supplier.
While the first samples of the case were being produced we went through multiple iterations of all the other components. Straps were evaluated in a range of colours and finishes. Our final choices being Black Leather and Charcoal Alcantara®. The leather wears beautifully; creating a unique patina. While the Alcantara looks and feels totally unique while being designed to long lasting. By keeping the colour palette to a minimum the material finish becomes more important in adding to the overall look.
Multiple shades of grey and texture finishes for the dial were sampled. These had to compliment the case finish while remaining crisp in lower light conditions.
The case was sampled multiple times. We altered the form of the lugs to ensure they were robust but elegant; tapering from the case to the strap when viewed from both the front and sides. We decided on a light spark (matte) finish which suits the overall design goals of subtlety with character.
With all major decisions made and the samples looking fantastic, the design was locked. On offer are 3 complete watch variants, as well as the option to purchase additional straps.
To bring the watches to life we need the campaign to be a success. Hopefully you've read enough to convince you to make a pledge and purchase a completely unique watch that isn't available in the shops.
You can also help by sharing the kickstarter page on your social media; Facebook, Twitter, Instagram; shout it from the roof-tops! We really appreciate support by either of the two methods.
The campaign target is based on the best minimum order quantity we can get from our supplier. The target also includes import/export duties and bulk shipping.
The Kickstarter prices are as lean as we dare, giving our first customers amazing value for money. When the campaign finishes we intend to convert our website to sell watches at non-discounted full retail prices.
A bit more about Ben & David
Risks and challenges
We've worked really hard to minimise the likely project risks. The biggest risk for a project like ours is ensuring the manufacturing partner runs on time. To counteract this we've spent an enormous amount of time building our relationship with the supplier. We're confident they have the right experience to easily deliver on time to our specified quality standard.
We're going to keep our backers informed during the production process. We'll do this with regular updates and sharing pictures as often as possible.
If somewhere along the way we find that there is a setback in production, or that we cannot make the timeline, we will keep all of our backers informed.
In the end, we want to make Element24 a long-lasting brand of uniquely designed watches. We have plans past this campaign and we want our backers to come along with us.Learn about accountability on Kickstarter
- (30 days)