TID – Canvas
TID – Canvas
2017Download Press Kit
In the midst of Fuorisalone in Milan, design studio Form Us With Love launched TID Canvas 001, a new timepiece in collaboration with Swedish watch brand TID. This limited edition watch is not just another design but a new creative platform. An annual challenge for a designer to reinterpret TID No.1, the first watch in the brand’s growing collection. The original version was indeed designed by Form Us With Love and is now re-designed by them, this, to kick-off and invigorate the idea of a Canvas.
‘We wanted to re-design our own creation as a blank page, in this way, the next designer will have more of a carte blanche,’ says Jonas Pettersson, CEO and co-Founder of Form us With Love. As a result, TID Canvas 001 is a stripped version of the No.1—a white monochrome watch face in a black dress— produced in a limited batch of five hundred exclusively enumerated watches.
‘The goal is to make TID a natural platform for experimentation. Each watch is completed within twelve months and launched in the spring, for collectors as well as new customers to explore and enjoy,’ says Ola E. Bernestål, CEO of TID.
On the same day as the launch, held in a sunlit architecture studio in 5vie, central Milan, Form Us With Love and TID Canvas performed the annual handover or Italian ‘Staffetta’, in a perfect interception by Clara von Zweigbergk, selected designer of TID Canvas 002.
Trained as a graphic designer, Zweigbergk’s industrial design work is characterised by geometry and an exceptionally eye for colour. Her studio in Stockholm has in the last years received well-deserved recognition with projects in collaboration with brands like Nike, Samsung, Hay, Louis Poulsen, Moustache/ Domestic and Ommo.
‘We felt that simplifying what we already had, did not necessarily make TID Canvas 001 less communicative. Which is precisely why we wanted to create a monochrome white watch, leaving our successor, Clara von Zweigbergk, with the sense that anything is possible,’ says Jonas Pettersson Co-Founder of TID and CEO, FUWL.
With the new platform, TID hopes to bring a series of state-of-the-art timepieces, coupled with the durability of the original watch. Every new interpretation will be a yearlong project, where the public gets the chance to follow the designer and the creative process of making new iterations on their very own Canvas.
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.