Playing with time
London – Jaime Hayón has presented his playful Orolog timepieces at Salon QP.
- Renowned artist-designer Jaime Hayón ventures into the new territory of watch-making with an injection of humour
- At Salone Internazionale del Mobile he recently created a bright installation and series of curious objects for Mini
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Introducing his Orolog OC2 Miko chronograph collection at luxury watch show Salon QP, hosted at the Saatchi Gallery, Hayón steered away from stereotypical tales of craft associated with watch-making by creating timepieces that focus on channelling a contemporary and light-hearted aesthetic.
Known for his vibrant interiors and installation design, his lack of experience in watch-making has given him the freedom to concentrate on whimsical design and perfect proportions. ‘For me, the mechanism of a watch isn’t so important, it’s the storytelling about the object,’ Hayón tells
The Big Picture
For more on how not to get caught up in tired tales of authenticity and craft, read our Anti-authenticity Marketing macrotrend.
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