ATURA Watches

A concept design project for the watch collecting you-tuber Teddy Balldassarre whose videos have garnered almost 200,000 followers. The brief was to design a dress watch and an everyday watch for around $300 that would have the qualities of a traditional Swiss watch and utilize an automatic movement.

As a way to bridge the gap between watches as an expression of sophistication and a casual everyday necessity I landed on the idea of “sprezzatura” which was first coined by the courtier Baldassarre Castiglione in 1528 (no relation). As applied to fashion it implies a “casual nonchalance,” the ability to look fantastic without exerting any effort.