O V E R A L L
A N A L Y S I S
The Tag Heuer language is quite ambiguous. It is harsh and bold, yet soft. The material changes are in great contrast. The brand’s products send a message of complexity, yet simplicity. The watch is a very complicated instrument. Yet, its surroundings are simple and clean, which brings about a focal point right in the face of the watch. The simple and the complex don’t just contrast, they collaborate in a way that moves the eye over and throughout the product. Eyes follow curves, these curves lead into material changes, and sharp angles and this keeps the viewers eye alive. Our understanding of the brands language, and the company’s direction provided us with the pefect design opprotunity and I think that our designs were very successful in the sense of reflecting the merge between design aesthetics and functionality.