Kong
[Moderator]
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Design Concepts Behind the IWC Da Vinci
The topic for the day (6 November 2007 at SWA) was a refreshing and interesting one. Instead of topic on technicality, it was about the aesthetic conceptualisation and design of the IWC's Vitruvian Masterpiece.
I thought this could be of some interests to IWC fans and owners too... the detailed work done behind the scene to develop the new look, presented by Guy Bove, the Creative Director of IWC, one of the masterminds of the new Da Vinci tonneau case-shape.
Thanks to IWC's Connie Goh (PR & Communications Manager) for the slide materials (used during the presentation).
The words in black are the pointers mentioned during Guy's presentation.
Mine are in blue.
Here it goes ..... 
Some slides from Guy Bove's presentation.
Though the talk was about the reinventing of the renaissance, modern CAD technology was used.
However far and strong technology has advanced, before anything, the creative sparks, ideas & sketches are still from human!
From sketches, they were converted to digital forms. Some CAD renderings.
The form of the case should be designed by Hano Burtscher.
With CAD, the conceptualisation to prototyping has speeded up. Designers can now rotate models at any angles to view till they are satisfied and proceed to prototyping. Wonder if IWC uses stereolithography for rapid-prototyping ?
Some CAD diagrams.
The First IWC Da Vinci
The Da Vinci 1 (1969) used the first high-quality quartz movement developed in Switzerland, the CEH Beta 21.
Perhaps more importantly today, this watch will help to convince those of you who are wondering why the new Da Vinci family is not round.
Just as this first Da Vinci, which enclosed the first IWC Quartz movement, was of an unusual shape.
IWC wanted a very distinctive and powerful design to commemorate the launch of IWC’s first fully in-house engineered chronograph movement.
Just as this first Da Vinci, which enclosed the first IWC Quartz movement, was of an unusual shape.
IWC wanted a very distinctive and powerful design to commemorate the launch of IWC’s first fully in-house engineered chronograph movement.
The Da Vinci 2 is one of the most important watches in the history of IWC because it is the first watch to use the 500 year perpetual calendar created by Mr. Kurt Klaus in 1985.
Kurt Klaus's motto " A truly elegant solution is simple - for the user", thus the Da Vinci 2's calender functions were controlled by a single crown.
Kurt Klaus's motto " A truly elegant solution is simple - for the user", thus the Da Vinci 2's calender functions were controlled by a single crown.
Per engineers at IWC, the Da Vinci 3 is the most complex case construction ever engineered at IWC.
Note the inner case (with a round cavity) is to hold the circular movement.
The material is a tough light-weight material. If I remembered correctly it was titanium.
This part is something I personally find puzzling. Since this is a new IWC’s first fully in-house engineered chronograph movement, why are they not making a tonneau-shaped movement?
Note the inner case (with a round cavity) is to hold the circular movement.
The material is a tough light-weight material. If I remembered correctly it was titanium.
This part is something I personally find puzzling. Since this is a new IWC’s first fully in-house engineered chronograph movement, why are they not making a tonneau-shaped movement?
Guy provided some inputs as to why circular movement on the following slides.
The Case Design
The new DaVinci case is composed of two superimposed forms
At first glance, the general impression is of a tonneau (barrel) shape.
However, the outside shape of the watch is in fact a tortoise shape. You can see the feet here projecting from the tortoise’s shell. This interplay of convex and concave shapes keeps the watch interesting from all angles.
A picture for your comparison
The dynamic watch case was born from two underlying ideas:
Firstly, in keeping with the idea of the Da Vinci as a concept-watch, IWC used concave (negative) curves and cutouts on the sides to demonstrate to the viewer that it is a modern, man-made object. A technical object in line with IWC’s DNA and DaVinci’s inventions.
In contrast to most animal, organic and old-fashioned shapes which are made up of convex (positive) curves.
So it is only natural to have bulging tummy, as we are human
!
Secondly, the taut and controlled curves and angular corners reinforce one of the ideas behind the case design – that in combination with the brand-new high-end chronograph movement, projects a tough, extremely masculine and yet at the same time classically proportioned and elegant case.
The new Da Vinci is a modern luxury product with parallels, similar to objects like high performance sporting equipment, motor cars and yachts, and the notion that on a high-end technical product, its quality and excellence should be recognizable in each detail and from every angle.
Beside attention to details reflected in its lines and curves, there is also smart interplay of matt and lustrous surfaces.
The cut in the side of the case along with the protruding side of the case remind the owner that there is a movement inside and hint at the traditional round shape of a watch, and link it with the tortoise outer shape.
(So which come first? Is the movement already designed to be circular (which I think it is likely the case, so it could be used for other upcoming models) and then the creative people has to work around it?)
They also help to underline the idea that the watch is wasp shaped and slightly aggressive, like a great cat or a powerful motorcycle.
To go further into the details of the design:
You can see that the negative cut in the case sides serves to make the lugs appear to be distinct from the rest of the case and therefore even more imposing.
You can see that the negative cut in the case sides serves to make the lugs appear to be distinct from the rest of the case and therefore even more imposing.
Indeed from the side, the lugs are 'macho', however they disappeared if viewed from the top.
This is in line with the history of the Da Vinci collection, each of whose generations have been marked by similarly unique strap attachments.
As you have seen on the last slide, the lugs of the new Da Vinci collection are very important to the design of the watch for several reasons:
Firstly, they are a design feature which emphasizes the technical and masculine nature of the whole case.
The strap is perfectly adapted to the lugs and the whole assembly looks very rugged and masculine.
Notice the finely bevelled edges which add to the 'feel of quality' apparent in the case.
Firstly, they are a design feature which emphasizes the technical and masculine nature of the whole case.
The strap is perfectly adapted to the lugs and the whole assembly looks very rugged and masculine.
Notice the finely bevelled edges which add to the 'feel of quality' apparent in the case.
Secondly, they are designed to allow the strap to rotate through 90°, from horizontal to vertical, which allows the watch to fit a very wide range of wrist sizes.
The bottom of the case has been contoured to fit perfectly to a medium men’s wrist.
The Dial Design
The dial was designed by Matthias Kummer.
Although the design of the watch was not inspired directly by any of Da Vinci’s sketches, one of our visible salutes to his work is that we have incorporated the shape of an ink pen (Quills) in the design of the hands and applied markers.
This is in homage of his clear drawings which undoubtedly come from much experimentation with writing and drawing instruments, and which continue to inspire inventors and designers to this day.
Although the design of the watch was not inspired directly by any of Da Vinci’s sketches, one of our visible salutes to his work is that we have incorporated the shape of an ink pen (Quills) in the design of the hands and applied markers.
This is in homage of his clear drawings which undoubtedly come from much experimentation with writing and drawing instruments, and which continue to inspire inventors and designers to this day.
The numerals and typeface used on the DaVinci were designed specifically for the new model.
They represent a stylised “renaissance” vision of today’s modern type proportions and add a feel of classical luxury to the watch.
This DaVinci typeface bears no relationship to other typefaces on the market.
They represent a stylised “renaissance” vision of today’s modern type proportions and add a feel of classical luxury to the watch.
This DaVinci typeface bears no relationship to other typefaces on the market.
The dial of the watch is decorated with a vertically brushed finish to add to the feeling of movement and masculinity of the watch. This ensures a never-ending play of light on the dial.
The numerals at 12, 3, 6 and 9 o’clock are highlighted in red to add to the readability and visibility of the chronograh.
The minutes and hours are separated in the 12 o’clock counter by a small machined step, and the whole counter runs underneath the protrusion from the seconds’ counter with the large 60. This attracts more attention to the 60 minutes mark.
The numerals at 12, 3, 6 and 9 o’clock are highlighted in red to add to the readability and visibility of the chronograh.
The minutes and hours are separated in the 12 o’clock counter by a small machined step, and the whole counter runs underneath the protrusion from the seconds’ counter with the large 60. This attracts more attention to the 60 minutes mark.
The chronograph minutes’ and hours’ oversized and finely detailed counter at 12 o’clock immediately attract the viewer’s attention to IWC’s unique new chronograph display.
All numerals used on the watch are typeset using the DaVinci typeface to increase the cohesiveness of the dial. On the seconds counter they are italicised to enhance the dynamic spirit of the watch.
You can again see the use of negative curves (concave lines) on the top surfaces of the applied hour markers, which help give the face a modern character, even though it is quite a plain dial following traditional IWC style.
Asked during the presentation, was the negative curves on the hour markers and casing designed in to deter copying?
Guy replied, they didn't even have that thought.
All numerals used on the watch are typeset using the DaVinci typeface to increase the cohesiveness of the dial. On the seconds counter they are italicised to enhance the dynamic spirit of the watch.
You can again see the use of negative curves (concave lines) on the top surfaces of the applied hour markers, which help give the face a modern character, even though it is quite a plain dial following traditional IWC style.
Asked during the presentation, was the negative curves on the hour markers and casing designed in to deter copying?
Guy replied, they didn't even have that thought.
To symbolize the link between Kurt Klaus and Leonardo da Vinci and IWC’s permanent quest for perfection that Mr Klaus embodies, and to represent the idea of the perpetual calendar dear to Mr. Klaus, we have engraved on the dial a detail from one of Leonardo Da Vinci’s designs for an infinite power transfer (shown on the picture below).
Leonardo da Vinci's "Study of a clock striking mechanism" (1493-1497)
The thread of the 2 screws were the backdrop of the new Da Vinci Perpetual.
On the back of the watch is an engraving of Mr. Klaus.
The Automatic model uses the same design features as its big brother the chronograph, such as typeface, hands and case principles, but instead of the chronograph it is equipped with a large date function and a special dial pattern, that we call a “technical sunburst” engraving.
Some pictures of the watches
Does it look like a tortoise ( with its head and feet hidden)?
The interplay of brush & polish surfaces.
The Lug edges were beveled.
A wrist-shot of a Perpetual Calender on one of the guest's (small) wrist. The lug design is evidently very effective and embraced the small wrist snugly.
A "untouched-up" picture of Guy Bove (with no make-up)
before he left for the evening.
Chatted with him about 5 minutes before he has to make a move.
Guy, a friendly and down-to-earth person has joined IWC for about 5 years.
Besides handling all the watch aesthetic design work, he also takes care of the whole design identity of IWC including boutique design, collaterals and even website. He ensures the consistency of the image communicated to the market (in terms of the 'look and feel').
I also asked him if the IWC Design Team ask or get any inputs from the market before each design?
He replied it was difficult to hear too many inputs from the market, so he did not. His only 'eyes and ears' is the CEO - Georges Kern.
So is the design approach top down or bottom-up?
He will communicate the key-points and design directions to his team. The designers will then provide the initial conceptual sketches. After which he will select a few and discuss with Georges Kern. Hopefully after several iterations, only the best design remains for implementation.
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added to Editor's Pick
This message has been edited by AnthonyTsai on 2007-12-26 21:17:46 This message has been edited by Kong on 2007-12-28 06:54:43
Kong
added to Editor's Pick
Design Concepts Behind the IWC Da Vinci
The topic for the day (6 November 2007 at SWA) was a refreshing and interesting one. Instead of topic on technicality, it was about the aesthetic conceptualisation and design of the IWC's Vitruvian Masterpiece. I thought this could be of some interests to...
Another Splendid Report!
Thanks Kong for another splendid report. I really like the way you include questions that were asked during the event. This allowed folks who were not there to better appreciate the interactions between the presenter and participants. I appreciate those q...
Kong, you're the King! >>>
Always interesting to see the rebirth of a model, its evolution, and the design work. You did a great job! There was a question for me : The impact of the consumer/ passionate/ collector we are in the choice of the design. Guy answered. Another responsibl...
Very interesting report
and superb to see how a new model comes to life. In general I am not a great fan of round watches, but in this case I still like the first round version better, I may have to get used to it but a portrait of Mr. Klaus on the back is a bit much to me. Geo
Awesome report Kong
I am going to have to take several passes to absorb all the info and even then most will not stick. Great inDepth stuff here. Thanks again. Bill
Interesting...
Thanks Kong. I still prefer the old round case Da Vinci... However i still fail to see the relation to the tortoise is that idea of tortoise by IWC itself? I am a tortoise lover...hehehe... Regards
