Axcent: Swedish-Designed Watches
Today, a watch is so much more than just a time piece. It is a
fashion detail, a designed piece of jewelry, that says something
about its wearer’s style. Many famous fashion houses now also design
watches. Gucci, Armani, and Chanel are just a few of the designers
who, in addition to sunglasses and handbags, have successfully
incorporated watches into their accessory lines.
Axcent of Scandinavia is one of Sweden’s most prominent
manufacturers of designer watches. Their business concept is trendy
designs at reasonable prices. A watch should be more than just a
watch; it should be something special. At the same time, it should
not cost as much as a Gucci watch.
Axcent’s designers draw their inspiration from Sweden’s natural
beauty and its culture. The watches should feel Swedish but also be
suitable for the international market. Axcent recruits both
well-established designers and unknown talent to help them achieve
these goals. Several years ago, they contacted the School of Arts,
Crafts, and Design, Sweden’s most respected training ground for
design. Axcent wanted to strengthen its affiliation to Swedish
design, while at the same time giving new talent a chance. Several
students began their careers as unknown watch designers at Axcent
and went on to become recognized, established names in the business.
Daniel Jakobsson, a graphic designer at Axcent, is also responsible
for its marketing. Before going to work at Axcent, he was a
freelancer, designing record covers and posters. He recounts that
each semester students at the art school submit designs for watches
and Axcent produces the best ones. Generally, it takes no more than
a year for the idea and the drawing to become a reality: a watch
that can be found in stores. In the best-case scenario, the entire
process takes only two months.
“Swedish design is exclusive, simple, and discrete without being
boring,” says Daniel
Jakobsson. “Swedes have an eye for design and are aware of the
personality behind a
watch. It is not unusual for a person to come in and inquire about a
specific designer,”
he adds.
Today, Axcent’s watches are sold in Europe, Asia, Canada, and
Africa. In Stockholm, they are sold at NK Details and Ur & Penn, and
at Arlanda International Airport. Axcent has won awards for its
watches and is represented at the Museum of Modern Art in San
Francisco.
|
