Dutchwoman Lee Edelcourt is one of the most influential people in the field of trend research, philanthropist, educator and curator. She founded Trend Union, which develops design and strategy for companies around the world. Its accurate analysis not only allows you to learn about current trends, but also get an idea of the picture of society in the future.
“Now people are thinking more and more about the meaning of life and work, thinking about distance and simplicity, about community and multicomponent,” says Edelkort. She notes that many are ready to change their habits and get rid of the obsession with shopping. This means that the industry will focus on the production of durable products. “But this does not mean that we will stop creating beautiful things - quite the opposite,” the expert says. “We will follow the principle of" less is better, more exceptional, greener and more intuitive. " The philosophy of the watch brand Rado, an expert in innovative materials that is at the same time reliable, modern and tactile, fits into this concept.
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The company has worked closely with a trend researcher from the Netherlands for many years. Now Lee Edelcourt is presenting his own signature model for the first time, created in collaboration with Rado. Inspired by the sleek design of the ultra-thin True Thinline watch.
The monoblock case with a diameter of 39 mm and a thickness of 5 mm is made of high-tech ceramic. On the caseback in titanium and sapphire crystal with white matte effect, the inscription “STILLNESS Lidewij Edelkoort SINCE 2020” is read. The feeling of calmness (which is how the word “stillness” is translated) is conveyed by a monochrome design in warm white colors - it contains the case, bracelet and crown made of ceramic, sapphire crystal coating, hands, almost invisible on the dial, and the dial itself. Quartz caliber 420 controls the hours and minutes.
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With the Rado True Thinline Stillness watch, time becomes a contemplative process. “Realizing that time is in our hands, we simultaneously forget about it,” says Lee Edelcourt.>