UR 100 - SPACETIME
Specialized in the design of new ways to display time, Urwerk has always drawn their inspiration from sci-fi. The UR-100 is a new watch, introducing two major new features.
The first feature is a round display, and spherical glass. This major shifting from complex square shaped watches to a more rounded case is a real revolution for the brand. So we wanted to highlight this evolution by a change of dimensions between two universes.
Second feature is a measure of distances. During their path around the dial, the hands indicate on the left side of the watch the distance covered by someone located on the equator, and on the right side the distance covered around the sun.
Both features are illustrated in this movie.
From square to circle :
The first universe is square and sharp. Even the planets are square, buildings and spaceships are based on cubic shapes. The second universe is soft and round. When the ship passes through the portal it mutates from a cube into a sphere.
Measuring time and distances :
In the first universe, time is the reference, all markings, and signs are connected to the notion of time. On the other hand, the second universe is more linked to the distances. We can see the round planet revolving around its sun. Also, the city in which the spaceship lands is located on the equator of the planet.
We created 4 short sequences for the launch of the watch through a phase of reveal on social networks :
– The first sequence is a presentation of the huge square city, launching a cubic spaceship, with a secret cargo.
– In the second movie the spaceship breaks through a portal and mutates from a cube into a sphere
– In the third sequence the spherical spaceship approaches the round planet, and descends to the city on the equator.
– The last movie reveals the content of the spaceship : the brand new UR-100 watch, all the parts assemble to create this incredibly sophisticated watch.