Uniform Wares chosen for U.S. design exhibition

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British watch brand included in Dieter Rams San Francisco exhibition.

London-based watch brand, Uniform Wares will have its 100 Series wristwatch featured in an upcoming Dieter Rams exhibition at the San Francisco Museum of Modern Art (SFMOMA).

The Less is More: The Design Ethos of Dieter Rams exhibit begins on August 27 and will feature several brands including Uniform Wares, Jasper Morrison, Industrial Facility and Naoto Fukasawa that have been specially selected by Joseph Becker, SFMOMA’s assistant curator of architecture and design.

The minimal styling of Uniform Wares’ watches and simple, functional design have been influenced by Dieter Rams’s seminal Ten Principles of Good Design.

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Patrick Bek, director of Uniform Wares, said: “To be associated with the work and ethos of Dieter Rams is an incredible honour for us."

"His products, coupled with his design principles have greatly influenced our thinking, particularly his emphasis on the usefulness of a product. However tempting it may be to embellish a design with unnecessary details we are always reminded through his work that our watches should always be functional and understandable," he added.

Speaking of Uniform Wares’ watches, Becker said: “Unembellished, balanced, crystal clear—these watches stand out in our modern moment as inspired by the great designers of the past. Dieter Rams, Dietrich Lubs, Max Bill – their nuance and attention to detail has obviously rubbed off on Uniform Wares, a young company aiming to produce simple, classic timepieces for our era.”

The exhibition, organised as a joint venture between the Rams Foundation and the Museum for Applied Art, Frankfurt will feature sketches, prototypes, and original products by Rams, as well as present a small selection of contemporary works from various designers inspired by Rams’s coherent balance of aesthetics and functionality.

The 100 Series wristwatch was launched in 2009 and was Uniform Wares’ first product. It quickly developed the brand’s reputation for producing top-quality, British-designed, contemporary timepieces, and is inspired by the simplicity and utilitarian functionality of mid-century wall clocks made by British manufacturers such as Smiths Sectric, the General Post Office and Gents of Leicester. The 100 Series wristwatches will also be available for purchase in SFMOMA’s gift store.

 

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