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TID was born five years ago in October of 2012 when four friends embarked on an ambitious journey to explore time on a conceptual and physical level.
Over TIDs relatively short lifespan the tight and clean aesthetic has expanded to a core of three watches with a wide range of wristbands made from durable silicone, reclaimed vegetable-tanned leathers and revived textiles.
TIDs first physical item The No.1 was created as a timeless and stylish watch, appealing to a wide audience. With a pared back display of analog time, minimally branded and with pass-through lugs reminiscent of military field watches, the No.1 was a refreshing diversion from the so-called design watches of the time; a return to the gentle pleasure of watching time run its course.
Brand Store opened in central Stockholm 2013
The Brand Store epitomises TIDs design values and brings customers and friends together through events and releases. Designed by the TID team in collaboration with Paul Vaugoyeau with a concept inspired by modernist simplicity you find features like white walls and concrete floor paired with uncompromising furniture custom made from American Douglas pine.
The leather wristbands are designed specifically to fit the TID watch. All made out of Swedish vegetable tanned leather from the organic tannery Tärnsjö Garveri. Vegetable tanning gives the leather unique and natural characteristics with environmentally friendly features. The wristbands combines comfort and look, fashion and radions, uniqueness and versatility.
On one hand TID sets out to make iconic watches to wear through shifts in times and styles. On the other, TID acts as a canvas for artists, thinkers, writers and visualisers to each year conduct a creative research with one very simple brief: Explore Time.
TID’s conceptual content investigation Exploring Time has seen collaborations with Jonas Lindström, Albin & Adrian, Carlotta Manaigo and Nacho Alegre.
The TID blocks are an architectural landscape. Based on the iconic TID box the system features four geometric shapes; Cube, Prism, Triangle and Pylon. Made from pine, treated with lye and white oil and placed in formations, the blocks can be custom made from small to large scale installations.
Following the release of No.1 in new materials and sizes, our design team Form Us With Love returned to the drafting board to consolidate No.2. Staying close to the original’s foundations No.2 was given a number of subtle iterations including a domed sapphire crystal and a Swiss made movement.
The twain wristbands are engineered to reduce impact on our surroundings. The textile provided by Danish manufacturer Kvadrat is sourced out of post-consumer PET bottles combined with a backside of Swedish leather from the organic tannery Tärnsjö Garveri.
Earlier this spring the annual and limited collection of TID Canvas was presented. Each year a new designer will begin a fresh reinterpretation of a TID watch, joining TID Canvas 001 by Form Us With Love and the forthcoming TID Canvas 002 by Clara von Zweibergk.
Winding the hands forward to 2017 and a period of R&D iterations resulted in the launch of No.3. No.3 explores the material TR90 – a durable and lightweight plastic that gives the case an unadorned look whilst maintaining a monochromatic appearance. A solid watch available in a range of colors and with matching silicone wristbands. The only noticeable branding is punched into the side.
To support the ongoing product development TID recently launched a new platform: Exploring Matter. This platform will facilitate a deep investigation into processes and materials in relation to the watch industry, driven by guest collaborators and creatives. The results will manifest into short run pieces and horological objects.
Re-opening of brand store in March 2018 and presentation of a new retail concept. The new design of the store offers a new shopping experience that allows you to discover the brand's full range with over 300 different combinations of watches and wristbands combined. The store embodies the design values of the TID brand and is an important meeting place for customers, friends and partners.
This addition of the smallest model with a 33 mm case is resulting in a trio of No.1 watches – creating a watch size for everyone.
The new model complements the two larger sizes in the iconic No.1 family, creating up to twelve different sets and 300 combinations joined with the wristbands available. No.1 33 is designed by design studio, Form Us With Love and comes in several different finishes – white, steel, gold and black. No. 1 33 is made of stainless steel with either an ion coating or a monochromatic brushed steel finish, just like all watches in the No.1 collection.