DEUS EX MACHINA WATCH DESIGN BY MAXIMILIAN BORNER

Diploma 14.06.2017 14.06.2017

DEUS EX MACHINA WATCH DESIGN

My final Diploma project of three watches is inspired by the rich and polarising universe of the lifestyle brand Deus ex machina (god from the machine).

The company rarred into Australia's cultural consciousness in 2006, with some neatly customized motorcycles and an extensive collection of products ranging from sandals, surfboards, jackets that all come together under the Deus roof.

Always bearing in mind that doing something is more fun than just owning something the way of design and life inspired my work on my final diploma collection.

Deus didn't set out only to sell custom parts, but to celebrate a culture of creativity. The Deus ex Machina showroom/cafe/headquarters in Sydney immediately became a shrine to "run-what-you-brung" resourcefulness and street-honest industrial art.

The Deus ex Machina Racer Watch is a lifestyle product that embodies the pursuit of fun and the lifestyle of Deus.

The enthusiasm in a world of restrictions and growing darkness. The way forward is one down, four up.

The Racer Watch design reflects the Deus culture of lifestyle that is open to everyone with a variation of race colors combinations and an emblematic form inspired by the round bodywork of motorcycles and racing cars.

The clear, simple cut dial lets you adumbrate and old fashion speed indication. The watch is an accessory of enjoyment and authenticity of Deus lifestyle.

Lifestyle / California Dreams Goldcoast Bondi

Graphics Coachwork / Carrosserie

Look inside the workshop of Deus.

MARKET RESEARCH DIPLOMA During my research for inspiration in lifestyle brands I stumbeld over Magnus Walker and his Urban Outlaw philosophy. This personal figure inspired me to dive further into the lifestlye philosophy of escaping, authentic life, culture, style that brings people together.

Through research and encouraging discussions with my prof. Marco Borraccino I found Deus ex Machina, a brand that started as a coffee meeting point with custom designed motorcycle parts which developed more and more into a lifestyle community in Sydney.

Deus organises events from bike races «The Deus Swank Rally – The Reunion» to surf events like the «Deus 9ft & Single Log Fest». Deus is not only a brand its a symbol for the break out of the daily life and its barriers, liabilities and the monotony of routine.

After contacting Mr Tuckwell, one of Australia’s leading graphic designers and chief designer headquarters Sydney / Australia that gave me the «OK» to inspire myself by the universe of Deus I visit at the flagship store at the Via Thaon Di Revel in Milan.

I had the opportunity to breath the air and see, speak with the customers and salespersons about their vison of a watch concept for Deus ex Machina. People were very exited about a Deus Watch Concept shared their brilliant ideas that formed the my diploma project what I’ll present in the following pages of this magazine.

The bar-restaurant with the launch of Deus Bar & Kitchen.

Coffee at Deus.

Watch Concept Diploma

The evolution and making

EVERY STORY BEGINs with sketching

By skteching all the creative pies collected during my research came together to form the Deus ex Machina Watch concept. Inspired by the different products I was searching for a form that would incorporate in the universe of Deus and could align in the different theme based subjects and product collections.

The beautiful simplicity that forms the Deus vision and the many conversations I had with people that life this style gave me a passioned base on which I could nurture my creativity.

During my hunt on the DNA of Deus Ex Machina I learned, verything the company churns out has an old-school vibe but like Dave Jennings the founder of Deus says “You’ve got to be very careful of nostalgia because nostalgia is a dead idea,”.

It was important to me that each watch would have the opportunity to absorbing a little bit of the local culture and energy of the different boutiques of Deus.

Deus takes risks to combine subjects that wouldn’t be expected to work beside. If you don’t stand for something you won’t stand out at all

Skteching and testing dimensions and the shape. of the DEUS watch to achieve proportion and a tank inspired shape.

Consolidation of sketch using all the previous junctions, trails to form the deďŹ nitive idea of the concept. The model has insignia on the sides that allows the model to be modiďŹ ed with text and different colors co that contrast the watch case.

Skteches for technical planning and assessment for the technical construction and anaylisation of the design of the DEUS WATCH

Skteches for technical planning and assessment for the technical construction and anaylisation of the design of the DEUS WATCH

Color choice From the beginning, Deus inspires it’s collection by the colors of organised motor sport events, with date back to the early 1900s, until the late 1960s, before commercial sponsorship liveries came into common use, vehicles competing in Formula One, motorcycles racing, touring car racing and other international motorsport competitions customarily painted their cars in standardised racing colours that indicated the nation of origin of the car or driver.

These were often quite different from the national colours used in other sports or in politics and served the recognition of the teams and brands. with the development of industrial sports industry after the second world war the branche developed into a economic with the needs to be distinguish between each other.

Since its founding Deus ex Machina follows this lign and organises itself races in different sectors of racing and uses and inspires by color choice itself by the california racing colors and industrial sports. The color combination of the Deus Watch come from the emblematic race teams like «Golf Ford», «Martini Porsche»,«HONDA», «American Shelby Daytona», «British Lotus», «Irish Green» or «Alfa Romeo Tipo». Those race teams give inspiration for various collections of the Deus Watch with connect the style of the watch to the esthetics and fun of Deus since its founding in 2006.

from biker to trendsetter, everyone wears deus

DEUS Clothing in combination

with the emblematic Deus watch

LIFESTYLE

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Special Thanks: Nicolas Mertenat Dare Jennings Carby Tuckwell Marco Borraccino Gionibek Kudaibergen Frédéric Mino Jonas Kuhn Fotographie Denis Birrer and Jonrahm MOTO91 Patrick Geering Martin Frei Mumenthaler Schriften Cerakote Coatings Küpfer Cuir Sa The team at Atelier du Bracelet Mrs. Lechot-Hirt Elizabeth Fischer Valérie Ursenbacher Fabrice Schafer Brigitte Berthet Dimitri Gouel Imprimerie D’Arve Sergio Streun Frédéric Butor-Blamont Bruno Bertschinger Messerli AG my enitre Family HEAD -Genève for making everything possible