Gen1.0

At first glance, the Gen1.0 looks cool. Look closer and it seems impossible. Apiar set out to show how their approach to design and build gives us the chance to create watches that look unlike anything we’ve seen before. In the case of the Gen1.0, they set themselves the challenge of creating the perfect partner for the pioneers of the ultimate feat of human endeavour and ingenuity: the trailblazers who will one day build their homes on the Moon.

But what kind of watch would they need? It would need to be robust and resilient, to cope in extreme environments. Versatile enough to work in any situation. All with a design that feels fitting for the bold, inventive and unconventional people who will be wearing it.