In times of economic and social uncertainty, designers continue to rise up as the new source of entrepreneurial energy. Uniform Wares co-founders Patrick and Oliver embody this new energy. Originally from Birmingham and Essex respectively, Patrick and Oliver met whilst studying contemporary furniture and related product design. With a mutual love for great design and a thriving passion for meticulous detailing, they keep creating products catered to that niche individual taking into account longevity, form, and function. Through their collection of simple, elegant, and uniquely crafted time pieces, they are well on their way to higher levels of success, uplifting classic British design through contemporary styling as they progress. For this segment of 13 Questions, they give us a little taste of what it is to be in their shoes and drive a growing brand.

1. Could you give us a glimpse into how, when and where Uniform Wares came about?

PATRICK: It was early 2009 when we first had the idea for Uniform Wares.  We had been working on furniture projects together and we were discussing how we could start a business that we could run at the same time as handling our projects for other manufacturers. We decided to design a range of small products that were part of an everyday uniform – such as a belt, a pen, a wallet or mug.  They were to be objects that were personal to the user, I suppose somewhere near what is now described as a person’s ‘daily carry’. The ‘Uniform Wares’ name comes from this initial thinking.

OLIVER: We both loved the idea of designing our own wristwatch and saw a gap in the market for a really simple, elegant timepiece – so we started there. Using the momentum from our first collection, which was really well received, we wanted to design a new collection and had ideas for a higher-spec watch. Everything has developed from that point. There has always been more we have wanted to do with each subsequent model and new collection.

2. What is the brand philosophy behind Uniform Wares?

To design and produce watches that are based around a philosophy firmly rooted in classic British design and contemporary styling. Our wristwatches are intended for everyday use by individuals with an eye for meticulous detailing and a passion for diligent, modern design.

3. The Uniform Wares collection consists of 4 series (300, 200, 150 and 100). Could you please give us a small description of each series?

The 100 Series is a simple, unisex, everyday wristwatch. The design is inspired by the simplicity and utilitarian functionality of mid-century factory wall clocks made by British manufacturers such as Smiths Sectric, the General Post Office and Gents of Leicester.

Our latest collection, the 150 Series, is our thinnest watch to date at only 6.05mm thick. The discreet 2 hand design combines contemporary streamlined detailing with the elegance of classic dress watches of the past.

The 200 Series was designed as a more detailed continuation of the 100 Series, this time looking at the classic engineering of machine gauges used in the leather working process.  This model began our investigation into leathers and surface finishes and as a consequence they have a softer, more classic feel.

The 300 Series continued the Uniform Wares pared down aesthetic with the subtle addition of an exceptionally accurate Swiss chronograph movement.  This watch was designed to emphasise the elegantly balanced symmetry of this classic chronograph complication.

4. Sometimes it’s about the process rather than the product. Can you describe the process behind the Uniform Wares timepieces? 

Designing the watches always starts with a lively conversation involving the two of us defining what it is our customers are looking for, what are we missing in our collection?  We don’t want to design a watch for the sake of it, we need to feel like there is a need. We like the fact that a lot of our customers have never owned a watch before buying one of our pieces. Then we’ll choose a movement.  We always design from the movement out.  After this we’ll start sketching, first in a pad then on the computer. It’s a mix of 2D plans and 3D models. From the 3D models we’ll produce rapid prototyped samples to test sizing and comfort. From that point onwards it’s a series of prototyping and testing with the factory before we push the button on production. The design and development stage can be from 6 to 11 months.

5. The selection of material, colour and surface finishes are amazing. What are some of the current combinations in play at the moment and in the future?

All of our watch cases are now 316L stainless steel and most are PVD coated, which is a highly durable coating used widely in the tool industry. All of our straps are naturally tanned Italian leather and this Autumn we are adding some British calf leathers to the collection as well. We are also developing a model, due for launch this Autumn, that incorporates layered dial details for the first time.

6. From Italian leather to aircraft grade stainless steel, your products boast unique materials. How did you go about choosing these materials?

We want our watches to be the best they can be for their intended customer. We have a number of people that we work with who provide us with great materials and advice. We know from the in-depth design and development stages how far we can go with the material choices and manufacturing processes. I think this really helps.

7. The engineering behind a timepiece is extremely meticulous. What elements would you look out for in a well-made watch?

PATRICK: The machining of the case is very important.  Also, the feel of the watch needs to be right. If the tolerances in production are tight, the watch feels solid.  I don’t think weight is important. One of my favourite watches by Richard Mille is so light it floats!

8. Would you agree that there is value in tradition?

There is, but this is an old school view in the watch industry. We think there can be just as much value in design. People will hold onto objects that connect with them through design, not just heritage.

9. At the same time, 2012 is looming near. How do you incorporate tradition into modern design?

There is a rich history of watch making, especially in Britain, that is often overlooked. There is something straightforward and timeless about a lot of British design that we try to incorporate into our watches. We reference timepieces of the past with all of our watches, but we are also aware that our customer is looking for a contemporary alternative. I think this is typified by our reluctance to overuse our logo.

10. Time to geek out a little bit, could you tell us about things that excite the both of you in the watch industry? 

There are certain watch brands that we both love.  A few names that your readers should check out are IWC, Bell and Ross, Richard Mille, Maurice de Mauriac. All of these companies are special for their own reasons whether it be their mastery of micro engineering, their use of carbon fibre, their boldness of design or just sheer elegance. Each offers a unique experience to the customer, a break from the norm. We’re not interested in another Rolex Submariner. I think people want to connect more with their timepieces rather than show off. It’s like choosing the lining in a tailored suit. It’s your choice and it’s for you. As we grow we’d like to connect with our customers and learn from their comments to produce the best quartz watches at our price point.

11. Given the current economic state in the UK or the world in particular, what are your views on its effects on craft, culture and design?

I think it’s a time when the best ideas are generated. It’s certainly not a time where a product could be designed to make a quick buck. In order for a new business to thrive at a time like this it needs to offer something unique. People are a lot more savvy about their purchases and I think this puts a necessary pressure on designers and manufacturers. It could be one of the great things to come out of the recession, almost a wake up call with regards to consumption.

12. What are some of your greater sources of inspiration? Who are your favorite designers?

We are becoming increasingly inspired by our customers; they are shaping the development of our future collections on a daily basis. We are also learning from the masters of high-end watch manufacture. We recently visited the Patek Philippe Museum in Geneva and it is hard to ignore the impact of that company on the entire watch industry; their influence runs deep and rightly so. Regardless of their design, they have never compromised or deviated from their principles. In terms of product design we both own a few pieces from Konstantin Grcic and have a great admiration for the work of Dieter Rams, Michael Marriott and Naoto Fukasawa, to name a few.

13. The success of Uniform Wares is reaching new heights. Any words for all the aspiring designers and creatives out there?

OLIVER:

The annual EPHJ and EPMT show in Lausanne combines the watch manufacturing industry with the nanotechnology industry all exhibiting under one roof.  It was the most interesting show I think we’d been to for a long time.  Next month we’re off to a trade show for the Rapid Manufacturing industry. The latest in SLA SLS and SLM machines which we are increasingly using in our product development.  We’re very hands on in the office so this type of stuff really fascinates us.

PATRICK:

Stick at it and try not to read too many design blogs / magazines. Look for inspiration from elsewhere. We like finding parallels with our work in other industries. It’s great reading about a new technology or development that doesn’t seem directly related to the watch industry or the design industry or fashion industry and incorporate it into our work.

Thanks to Patrick and Oliver for the great interview and make sure you take a look at their newest collection, the 250 series!

Please visit Uniform Wares for a glimpse into their highly acclaimed collection and your nearest Uniform Wares stockist.