ELEMENTAL LIFESTYLE
the mirror polished, sandblasted and
brushed nish complements that look
with a more rened layer that reveals the
complexity that went into manufacturing
the case.
“Since we want to offer the best
possible value, we have to consider
production cost at every stage of the
design and development process.
We always aim to achieve the least
complicated and most efcient way of
manufacturing, which is why many of
the facets and shapes of the top and
bottom plate of the Element are actually
achieved by turning on a CNC lathe. At
rst glance, this is not something that
springs to mind.
“When designing the watch, we work
with mood boards of different looks that
our next model should emulate. I usually
also have a list of technical features in
my mind that I would like the new model
to incorporate, like the special carbon
bre composite clasp with patented neadjustment
system.” (Readers can see
“We still change minor details we only see when
we have a real sample, such as the length or size of
indices on the dial. Mostly these are of an aesthetic
nature: the length of an index by 0.3mm.”
how this works at: https://instagram.
com/p/Bb6dyB7Bu7k/). “After
brainstorming over the mood boards, we
start sketching. Very soon, after our rst
design session, we construct the case
using SolidWorks, since this will give us
a technical base to work from, allowing
us to immediately check the technical
viability of any changes we want to
implement on the initial design draft.
“Once we have a design that we
are happy with, we have to check
the feasibility with our manufacturing
partners. Since we’ve been doing this
for a while, there are usually not too
many details that need amending to
move into sampling mode. Sometimes
we still get suggestions on small things
we can change to make production more
efcient and simpler.”
The real design test is when the
rst samples of each component have
been produced, since nothing can really
simulate the look and feel of the real
deal. “Often, we still change minor
CEO Raphael Granito, Formex
details that we only see when we have
a real sample; mostly things such as
the length or size of indices on the dial.
Mostly these are changes that are of
an aesthetic nature and we’re talking
about changing the length of an index by
0.3mm,” says Granito.
Formex Swiss Watches has developed
an augmented reality app, so potential
customers can ‘try on’ these watches
before ordering online. “We’ve used the
app to make a 3D sample that can be
virtually worn on the wrist before we even
manufacture a physical sample.
“This process has helped us
eliminate the last-minute changes on our
latest model the Essence. We managed
to greenlight production of this model
after only one sample run.”
And the price tag? Not as much as
some might expect, with an Element
watch in ceramic bezel black starting
at around £1,270. Now, where is that
SCUBA oxygen tank and my skydiving
equipment?
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