New York–TAG Heuer recently teamed up with students at Parsons The New School for Design for its “Art of Watchmaking” and has announced the winners.
The challenge: Reinterpret TAG Heuer’s iconic Monaco watch, first introduced in 1969. The criteria: The square case design must remain intact but other details could be interpreted, including material, color, subdials, hands, indexes and folding buckle.
The students grouped up into eight teams of three and went to the drawing boards, literally. Over the 10-week process, each team rendered 100 original concepts, which were then paired down to three final designs. TAG Heuer executives visited the students during the process, offering constructive feedback and also taking them on a tour of the watch brand’s facility.
The results were impressive. “We partner with industry leaders like TAG Heuer because they provide our students the kind of professional challenges they’ll face when they graduate,” said Joel Towers, executive dean of Parsons. “These types of projects are integral to design education.”
First-place honors went to the three-person student team of Yong Yi Lee, Yoav Menachem and Amit Ran. Winning designs included a sleek, black model with a shield over the watch face and edition numbers to appeal to collectors.
Second-place honors went to the Enrique Diaz Rato de Zabala, Michelle Organ and You Jin Sung, whose designs included a black ceramic timepiece with neon accents.
Third -place honors went to the team of Yusuke Sekiguchi, Christopher Beatty and Helen Kim, whose designs included a piece with naturally grown crystals in its dial.
The judging panel included: Narciso Rodriguez, CFDA award-winning womenswear designer and Parsons alumnus; Renaud Dutreil, chairman of LVMH North America and New School trustee; Ulrich Wohn, president and ceo of LVMH Watch & Jewelry North America; Marion Fasel, contributing jewelry editor, InStyle magazine; Michael Thompson, editor, International Watch magazine; Rama Chorpash, director of product design, Parsons; and Andre Fortier, vice president of after-sales service, TAG Heuer.