MICROMILSPEC
Micromilspec is an independent Norwegian watch brand, that creates custom watches for special forces around the world. Here is a selection of work conducted for them.
Image courtesy of MICROMILSPEC and DSAW.
Watch Box
Brief: develop a watch box that enforces the brand experience.
Inspired by tactical medical kits and the angular language of the watches. The soft-touch casing and the tone-on-tone suede top breaks the monotony of the surfaces, giving the box a professional and high end aesthetic. Details like the hidden accessory compartment, the angular split line and the robust nature of the box connect with the brand-language and enforces the tactical nature of the visuals.
Development Process
Direction
Using a combination of existing brand details and external references, a high-end and tactical direction with chamfered details was developed.
Distinction was made with special emphasis on the corners and the cutlines, with a unique CMF and a new interior experience.
Concepts
Through an ongoing discussion with the client, a variety of boxes were modelled balancing interior space and proportions, as well as trying out different details, inside and out.
Previzualisation
3 selections were rendered in-house by the client, and were used to discuss CMF, colors, details and proportions in greater depth.
DFM
Samples were evaluated for fit, finish and overall experience. Minor adjustments were made, ensuring fingers fit in the opening slots, that there was enough room for the watch in the box, and general quality concerns (hinges, finish, weight-balance of lid and box.)
Rubber Strap
Brief: redesign the rubber watch band to be more expressive.
The original strap didn’t reflect the custom high-end feeling of the case - so the update features a slightly thicker band, with more defined knurling on the surface.
It’s surrounded by a moat that gives life to the surface around the wrist, which tapers off towards the lugs to give it a cleaner, less distracting expression close to the watch itself. Logo placements were also reconsidered.
Not only do these adjustments make the band more exiting in self, but also creates a stronger connection to the brand, reflecting the bold, custom and tactical visuals.
“A sporty rubber strap is the obvious choice Haaland chose to receive his watch on a simple rubber strap. While “simple” may not sound flattering, that’s not the case — it’s simple with just the right amount of details. At the end of the day, what better option is there for an athlete than a sporty rubber strap? While a forged carbon bracelet would not have been out of the realms of possibility, I have yet to see one that does the watch justice. Rubber is the best choice. I can attest to the quality of the Micromilspec rubber watch straps. They’re incredibly comfortable, and they’re thick, but not too thick. Genuinely, it’s one of the best natural rubber straps I’ve ever worn! I also want to point out how much I love the flow of the lugs into the rubber strap. This kind of integration always looks and feels much more premium.”
Dave Sergeant, Fratello Watches (March 23, 2022)