The designers of Amsterdam-based Patta had money on their minds when they approached this collaboration with Timex. But the money on their minds wasn’t just about their brand doing business with ours — to them, it was about questioning the relationship between money and time, and how much value we all place on that relationship.
Patta got its start in 2004 as a side-hustle to fund travel and music ventures for a group of friends living in Amsterdam. According to a terrific interview The Street UK did with Patta co-founder Guillaume Schmidt, the hobby took off and grew into a small-time business dealing in sneakers and novelty items from around the world. Schmidt and his cohorts used their passion to establish a brand that’s since expanded to multiple retail locations and a large web presence.
When we asked Creative Director Vincent van de Waal about this watch’s dial design, he had a few things to say. “We wanted to give the dial artwork a bit more than just the function of telling the time,” he says. “The currencies make you aware of the speed of the world we live in. Time is money. But I think it’s up for the one who wears it to decide whether that’s something to strive for… or if it’s a sign that we should loosen up.”
As for the general aesthetic – the field-watch color palette, the domed crystal and military dial layout — van de Waal cited an affinity for the functional vibe Timex has always represented. “The reason to collaborate with Timex goes back to the love of for the military aesthetic,” he says. “[I think] military goods are always a big inspiration in what we do.” The bandana included with the watch strikes those same chords in plain black and white, repeating the watch dial design to further remind its wearer of time, money and value.
If you’re trying to spend your 24 hours a day as wisely as you spend your monthly budget, we can help with that — this limited-edition watch is available today on Timex.com.