nendo mixes eras of watchmaking with tag heuer's carrera timemachine
 
nendo mixes eras of watchmaking with tag heuer's carrera timemachine
dec 03, 2015

nendo mixes eras of watchmaking with tag heuer's carrera timemachine

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the ‘carrera timemachine’ by nendo is based on the ‘carrera’, which is one of tag heuer’s boldest and sportiest models. the watch face, case and strap have been kept completely unaltered, while the clock’s hands have taken on a more traditional form. the contrasting themes of modern and traditional evoke a situation where a local watchmaker repairs a chronograph only to replace the hands from a vintage watch by mistake. 

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the tag heuer ‘carrera timemachine’ 
(above) image courtesy of hiroshi iwasaki
(main) image courtesy of hiroshi iwasaki

 

 

the simple design error, reinvents tag heuer’s watch to create the ‘carrera timemachine’; a new kind of style. to underline the mismatch and oddity, the packaging takes its motif from an old book, revealing when unpacked a red bookmark and a letter opener in the same unique shapes of the classical clock hand. the nendo timepiece also comes with a handcrafted glass stand from an antique jar. 

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the watch face includes hands from an antique era 
image courtesy of hiroshi iwasaki

 

 

the displays at tag heuer shops will feature the ‘carrera timemachine’ surrounded by the exclusive packaging and bundled trinkets, together with a range of tools found at an old watchmaker’s workshop. above will be a mass of conventional silver clock hands hanging in mid-air, with a just a single accent red clock hand. 

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the nendo timepiece is based on the ‘carrera’ model 
image courtesy of hiroshi iwasaki

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the nendo timepiece also comes with a handcrafted glass stand
image courtesy of akihiro yoshida

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the tag heuer box 
image courtesy of akihiro yoshida

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the embossed name on the packaging 
image courtesy of akihiro yoshida

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the container follows the theme of classic watchmaking 
image courtesy of akihiro yoshida

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inside the packaging 
image courtesy of akihiro yoshida

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comes with a red bookmark and letter opener 
image courtesy of akihiro yoshida

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the letter opener is identical to the watch minute hand 
image courtesy of akihiro yoshida

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the bookmark 
image courtesy of akihiro yoshida

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the tag heuer store display 
image courtesy of akihiro yoshida

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