Consistent minimalism. That’s what describes the Scandinavian watchmaker’s near 30 years in existence, remaining true to its design DNA despite an industry in flux.

Many of us associate Danish design with minimalist philosophy, clean lines and an emphasis on functionality. Yet another brand following those exact same principles is Danish Design. Heck, they even named their company after it!

By now, affordable minimalist watches seem to be overwhelming the market; they’ve become part of the watchmaking zeitgeist. That’s especially true for those of the Scandinavian suasion.

But back in 1988 that certainly wasn’t the case. Back then, the demand for modern minimalist designs was on the rise, yes, but the quality of the supply was relatively low.

That’s where designer Jan Egeberg entered the scene, producing some of the first watches for Danish Design. Over the years, other freelance designers have worked for the brand, but the overall aesthetic has remained true to Denmark’s famed design ethos. That is, timeless and classic timepieces with an appeal to what the brand refers to as “core human values”.

Foremost, that includes simple and elegant lines across their men’s and ladies’ collections. Pared down and easy to read dials result a simple look that adds to that timeless feel of the brand. That’s the case whether we’re talking about the collection inspired by design elements of the 1950s or the more modern feeling chronograph models.

Additionally, the timepieces and jewellery that come out of the Danish Design workshops rely on quality and durable materials. All of their watch cases, for example, are made of stainless steel, titanium or ceramic, and they are usually topped with a scratch-resistant sapphire glass. Straps are made from genuine leather, nylon or rubber and the bracelets are made from stainless steel, titanium or ceramic.

Ergonomic design is also another prominent feature. Their case sizes are modest compared to today’s standards – about 39 mm for an average men’s timepiece – but that helps with comfort, allowing for easy daily wear.

Since the brand came to existence, it hasn’t really followed the trend ebbs and flows of the industry. Rather it has just reinforced its original design philosophy, with talented Scandinavian designers jealously guarding that pure DNA. In times of flux, there’s something to be said of steadfast consistency and staying true to the roots.