“While trying to maintain the core of the brand, we constantly take our products to the next level and into the future”

DA MAN Caliber: What are the most basic principles of IWC watch designs? Christian Knoop: The pure masculine signature and authentic design builds the identity of IWC. Every product reflects the heritage and the heart of the brand. Our approach is a distinctive, pure design with a rational reference, be it functional or historic. We aim for products that are meaningful for customers and for the tradition of the brand. All of today’s IWC product families are deeply rooted in our history. Although we constantly develop and re-evaluate the design, every IWC watch is still recognizable and represents the respective product line. DA: Where do you normally start when designing a watch? Is it from the exterior (case, bezel) or interior or depending on the inspiration? CK: The development of a watch and its corresponding design starts simultaneously. We have to consider the volume of the watch movement, as well as materials and ergonomic aspects at an early stage of development. A big challenge when designing a watch is to be faithful to the respective family’s heritage as well as the heritage of the company. As a brand, we are fortunate to have established very iconic products a long time ago and for us as designers, it is an honor and an obligation to engage and carefully work with these icons. While trying to maintain the core of the brand, we constantly take our products to the next level and into the future. DA: Leonardo da Vinci once said, “Art is never finished, only abandoned.” How do you decide when the design of a watch is complete or ready to be produced as so? CK: Let me answer this question succintly with another quote which originates from legendary French author and pilot Antoine de Saint-Exupéry, who said: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”