Power Design Project
March 25, 2010
As you enter the Stone Square at the heart of the SEIKO stand, the lighting is restrained and only the watches gleam brightly. That is, until you come inside to a large oblong room that is dedicated to an exhibition called the Power Design Project. This room is bathed in bright, white light which provides a sharp contrast to the overall feel of the stand and attracts visitors towards the watches on display.
The Power Design Project is an annual design event whose aim is to inspire our designers and allow them to create watches without any commercial restriction. The project has been run since 2002 and has been a feature of our Baselworld exhibition every year. The project was awarded the Good Design Award in 2008 from JIDPO, Japan Industrial Design Promotion Organization.
This year, the 40th anniversary of the Quartz Astron was selected as the theme. 40 different designs were made into samples, each expressing the essence of the original Astron with a modern twist. Out of the 40 that were displayed in Japan last December, twelve are exhibited at Basel. There are two which are attracting special attentions; one is "Quartz Shock." The dial features the Japanese newspaper article about the Astron that shocked the world in 1969. The other is "Ruby Wedding." 40 rubies are embedded on the dial as if the designers were celebrating the Astron's Ruby wedding anniversary!
Visit our Power Design Project site to choose your favorite.