time-keeper


Swiss style and watchmaking

A MISSED OPPORTUNITY

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September 2019


Swiss style and watchmaking

For all their use of characters, Swiss watchmakers have failed to take advantage of their country’s reputation for excellence in typography, with some experts even accusing them of negligence in this regard. We explore this phenomenon within the Swiss watchmaking industry.

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wiss watchmakers are often eager to stress that they are masters of their craft, down to the smallest details. Every micro-element, they argue, takes its rightful place in a watch’s composition. This is certainly true in terms of mechanics. But there remains an elephant in the room: typography.


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