TID is a Stockholm based watch brand founded by Ola E. Bernestål, Petrus Palmér and design studio Form Us With Love’s Jonas Pettersson and John Löfgren. TID is the Swedish word for “time“, and accordingly, TID strives to offer iconic products with a real value over time. With a limited range of unique pieces, the brand produces outstanding products to wear every day. Since 2012, this independent watchmaker has grown steadily to become a reputable international brand with an extensive geographic reach. With minimalism and simplicity, TID has found a growing fan base from Australia to Chile, London to Tokyo and back. A diverse audience who come together for the liking of the analogue, functional and clean-cut aesthetic.
Designed by Form Us With Love, the No.1 reduces the functions of a watch to the barest of essentials – an easyto-read dial, adjustable strap, and two choices of color. No.1 is made of stainless steel, milled and then given a black ion coating for durabilty, a finish that gives it just the right amount of matte versus glass on the wrist, while the only noticable branding is punched into the side. Form Us With Love is a Swedish design studio founded 2005, operating from Stockholm. Together the studio has partnered with craftsmen, engineers and material experts to challenge the conventional through design. In 2012, Fast Company named Form Us With Love as one of the world’s “50 most influential designers shaping the future”. During the Stockholm Design Week 2013, Form Us With Love was announced winners of Swedish Elle Decoration’s annual award “Designers of the year 2013”. Since its conception, the studio has burned with a passion for design and its democratic potential. Its belief is that we all have a right to meaningful design. Today, the work of FUWL falls into three areas:
Consultancy – an engagement in products, ranges, collaborations and spaces for clients around the world.
Ventures – disciplined and holistic approaches to launch and build brands.
Civic – based on knowledge transfers and sharing of experiences, actively contributing to the broader spectra of design.
In June, Swedish watch brand TID launches their third watch, No.3 designed by design studio, Form Us With Love. Sharing the instantly recognisable case design as its predecessors, No.1, this latest edition tells a new material story with a watchcase made entirely of non-polluted TR90 polycarbonate. “We want to explore new materials by keeping the same case design as the rest of the collection. By introducing a clear plastic, our ambition is to insert a playful yet minimal element, which is easy to combine with any colour or style,” Ola E. Bernestål, CEO of TID Watches explains. TID No.3 is made of a Swiss produced thermoplastic material, TR90, which in addition to being incredibly durable, is both flexible and lightweight. This, 38 mm watch case comes in one transparent finish, presented with the choice of seven wellcurated watch-face colours and matching silicone wristbands. “TID Watches has always been about creating a versatile design that can be worn at any occasion. No.3 is a material reset, a transparent celebration of the original form. In addition, it is the most affordable out of the three watches, which makes it accessible, casual and at ease,” says John Löfgren, Creative Director at Form Us With Love and co-founder of TID Watches. The inherited TID case is, interestingly, given a less prominent appearance in it’s new material variant, yet it sets the tone for a more personal expression. The clear frame in combination with bright coloured watch-faces and bands adds a subtle youthful character, bringing a tactile silhouette to a colourful ray of faces available in White, Black, Grey, Blue, Green, Orange and Pink. “TR90 is a qualitative material and part of the on going material exploration of TID Watches, we see adding a polymer as a meaningful and democratic part of the growing collection,” says Ola E. Bernestål, CEO of TID Watches. With a steady development of TID Wristbands, the light appearance of No.3 comes as a perfect introduction to the vast number of combinations available, in a diverse range of colourful leathers, nylons and twains and now, brand new silicon wristbands. Adding a new durable dimension to the TID collection, the silicon wristbands are an anticipated and fun extension that works well with any TID Watch.