Emit is a collection of luxury Swiss made watches that pays homage to the timeless design and craft of a past era with the reliability and precision of modern manufacturing. The name EMIT is ‘TIME’ spelt backwards, which plays on the idea of looking back in order to move forward.
This project took us from conception to completion, naming to narrative and from identity to reality. The customised logo (based on Tautz) mixes the traditional typographical details with modern sharp serifs. The unique logo has a larger T which sits bigger than the other characters, as a subtle nod to its flipped name. The photoshoot was traditionally styled and in contrast shot by contemporary fashion photographer Sarah Piantadosi.