1883 Magazine
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After creatively directing brands such as Huntsman and Bang & Olufsen, Tim Smith has taken his talents to the wonderful world of Horology to pursue Herm Studio, where you can get a watch that is crafted with modern technology and based off classic designs.

Tim brings Herm Studio into the 21st century with a gender neutral 4 piece collection solely available at Liberty London, and we spoke to him about how he started, how Herm is progressing and why they are the brand to watch for the future.

Where does your passion for Horology come from?

As a youngster I was always interested in watches as a piece of jewellery that is commonly accepted for a man to wear. Of course very quickly I grew in confidence and began to experiment with other jewellery and society has progressed significantly - but watches have always had a nostalgic connection to me due to this.

What makes Herm Studio such a non-conformist and unconventional brand?

Its really about who we are designing for and the decisions behind design decisions. I believe our watches are for the person who wants something new, looks beyond product and is confident in making a decision based on their taste, not what they have been told is good - therefore unconventional. 

I also believe that being unconventional / non-conformist does not mean alternative.

What’s the story behind the limited edition capsule collection?

We want the watch to have special relevance. We hope to keep the core aesthetic and keep progressing the details so that people are getting something different. 

Liberty London said that Herm Studio’s watches are similar to their clientele - who were you initially trying to target with this collection?

The world of contemporary fashion. I believe Liberty are opening their doors to a more contemporary market, which is why they felt we were right for them.

How have your life experiences shaped you in your career?

I have been designing great work for great clients but they have all lived in a much more elitist space than that of my life. Therefore I wanted to produce something inspired by my aesthetic, but replacing the formulaic signifiers of luxury and glamour with intrigue and attitude.

What makes Herm Studio different from the old dogs of horology?

Absolute focus on looking forward – never back. 

How has your past as a creative director working with brands such as Huntsman and Bang & Olufsen influenced your contribution to Herm Studio?

Yes absolutely. What I have developed and brought to such brands is an opinion and aesthetic that resonates within their ethos. HERM Studio is that same opinion and aesthetic resonating within my own ethos. 

Any plans to expand the collection after the first run of 3,000 watches?

Yes we have 4 prototypes and are working on 4 more. Hopefully taking our current collection on to the next chapter – whilst still keeping us small. 

How does the capsule collection link with high fashion?

Hopefully it will feed the desire to constantly evolve - as in high fashion. 

What was your inspiration for the capsule collection?

I was inspired by all the things that say something to me - fashion, film, magazines, music and trying to find out what that looks like when making decisions about watch design. I didn’t look at a single existing watch whilst designing ours. 

Who do you see this collection being most popular with?

Early fashion adopters. The kind who like to find more esoteric brands that speak to them. 

What would you say Herm Studio is synonymous with?

Real life aspirations.

Give us one piece of advice for any budding watch designers out there.

Lead with your passions and allow them to develop and progress - as that is eventually what will define you as a brand. 

What have you learnt most from being the creative director and co-founding Herm Studio?

To be patient and absolutely stick to your guns. Its a big old world and very few people see things like you. 

What’s next for Herm Studio?

A new collection that furthers our stance as a brand 

 

For more info on Herm Studio visit www.hermstudio.com

Interview by Kerri Stolerman

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