LENS HAVEN FOR SWATCH
The brief for the watch seemed to limit all acceptable interventions to pictorial images on the dial and on the band. In order to make the design more three-dimensional, we found a new application for lenses, normally used to enlarge the date on the dial. We placed six lenses over numbers, encoded as miniature icons of everyday life, and the seventh was centered on the movement itself.
The watch, issued in Artist’s Edition of 50,000, was very popular and sold out within months of production.